Draft Project Proposal

<Instructor Assigned Company Name>

Team <#>
<Team member 1 – Student ID
Team member 2 – Student ID
Team member 3 – Student ID,
etc. >

University Canada West

BUSI 660-<Section #>: Small Business Management

<Term (Spring, Winter, etc.)> <Year>

Professor: Shamir S. Ladhani, P.Eng., M.Eng.

< Submission Date>

 Background
Based on the client’s presentation and responses to questions held previously, you will develop a project
proposal for one or more of the three challenges that you feel the client needs adressed. Your project
proposal will be delivered live to the client during one of the OGL timeslots which will coincide with the
project proposal deadline.
Assignment Deliverables (see Brightspace Assignment description for deadlines):
1. Draft written Project Proposal due before the start of the live draft project proposal
presentation to the company representative,
2. A 15-minute live presentation with a short powerpoint slide deck of the draft proposal to the
company representative. Suggestion to Keep your slide deck to 15 slides or less. You will not be
required to submit your powerpoint presentation slides.
3. Five minutes will be given to the company representative to comment on the proposal and
request modifications if necessary.
4. You will incorporate the changes for the Revised proposal and submit it separately as part of
another assignment submission.

Instructions:
• Do not delete this page when submitting your assignment but do replace “<….>” with your
content as these are just instructions.
• Rename your final submission document “Draft PP- <Team # > -Section -<Section #> .docx”
• This report should be submitted in MS Word Format only
• Do not change any headings or add new main headings in the document. You can add
subheadings under the main headings.
• You can add Figures / Charts and Appendices as you wish but these are optional.
• Your assigned company is the same as was assigned in the individual assignment.
• Please review the assignment rubric so you are clear about the expectations.
• In addition to online search, you may also use campus library resources including their
journals and databases to do your background research.
• Be sure to provide proper in-text citations / references in your paper by keeping the
following in mind:
 Refer to Sections 3 and 4 of the APA Quick Guide for proper citations including in-
text references and end references with proper links to the source material.
 If you access the UCW library online resources, please indicate you have done so in
the end-references (eg., source: UCW library) and provide links
 If you reference a page from a report, please provide the specific page number you
reference in the end-references.
 If you reference a statement made during the company presentation – provide the
time stamp (start and end) of the replay clip.
• Please familiarize yourself with Policy 5006 – Academic Integrity. Any violation of this policy
will be investigated and acted upon if necessary.
• Do not exceed 12 pages for the main body of the report (i.e., 12 page count does not
include instructions page, cover sheet, appendices, charts and figures sections etc.)
• You must propose to provide at least two creative content pieces . These could be survey
templates, marketing brochure, pitch deck, etc.
 Introduction
Company Name and What it Does
The company's name is DansFamrroot, a Canadian-based company located in Vittoria, Ontario,
which has been operating for about 25 years. Dan Kaye established the company to produce
natural and organic ginseng from their farm (Dansfarmroot.com, 2024). Ginseng is about 11
varieties of short, slow-growing plants with fleshy roots that are used in different ways and as a
remedy for the human body, like boosting energy and blood sugar, reducing cholesterol stress
and enhancing relaxation.
Products and Services
The company uses Ginseng from its farm to make various products sold to customers while
offering different services to them. The products from DansFarmroot include DFENERGY,
which is neutraceutical and has different components. All are made from ginseng, which is a
variety of products that include sachets, AAA Canadian Powder, and AAA Canadian dried roots.
The services offered by the company include shipping, especially when the customers reach a
threshold of $50+ for shopping. The company also offer training and cub activities for health and
wellness enthusiasts.
The Target Audience
DanFarmroots targets a wide audience with different issues that can be addressed by offering
different aspects.
 Health and wellness enthusiasts are the group that involves individuals who have a
certain priority for health and prefer natural and clearly labelled products.
 Gym enthusiasts who seek the cooling and revitalizing effects of ginseng to enhance their
post-workout recovery and overall wellness.
 Shift Workers were the customers who sought reliable energy to survive irregular
working hours without having a bad experience for their health.
 A student who seeks products to enhance focus and stigma for keeping with studies
without affecting their health (Dansfarmroot.com, 2024).
 Esports gamers are customers who need acute mental steadiness and sustained
concentration during gaming time.
 Men interested in sexual bos and health, which is the segment of men who want natural
supplements to boost their libido and issues like erectile dysfunction
Geographical Areas
The geographical areas served by the DanasFarmroots products are largely in Canada because it
is around the areas where the company has the farms and productions (Presentation, Minute 15-
18). However, with an ongoing need for expansion, the company may see penetration in other
areas like Europe.
Challenges to be Addressed in the Proposal
The proposal will address two main challenges that seem to be the key for the business. If they
are effectively addressed, the business can maximise its operations.
Challenge #1: Onsite & Off-Site SEO Strategies
Challenge #2 Limited brand awarness due to ineffective marketing strategies
The two main challenges are the cost of operations, that is, the cost of the supply chain and the
cost of ingredients used in production. The second challenge to be handled in the proposal will
be limited brand awareness, where the brand is not widely recognized because of ineffective
marketing strategies (Kaye, 2024). Speaking to the group, Dan said that even now, the company
does not have the right machines, and the supply chain process is not very streamlined; thus,
there is a wide cost loss in producing the products for the market. Based on his explanation, they
need to be more sure about the target market, and it has yet to be effectively narrowed down;
thus, it is important to help the company develop effective marketing strategies with the right
targeting.

Objectives to Address Challenges

Challenge #1: Onsite & Off-Site SEO Strategies
Objective 1-0: Conduct comprehensive keyword research to identify and compile a list of at least
20 high-potential keywords relevant to Dan's Farmaroot Ginseng products within 2 weeks.
Objective 1-1: Implement an internal linking strategy by adding at least 3-5 relevant internal
links per page across different essential product and blog pages, enhancing site navigation, and
distributing page authority within 3 weeks.
Objective 1-2: Optimize meta descriptions for all product pages, ensuring each description is
unique, keyword-rich, and within 155-160 characters to improve click-through rates and search
engine rankings within 2 weeks.
Challenge 2: Limited brand awareness due to ineffective marketing strategies
Objective 2-0: To develop an effective educational platform that will help build a large
community for the company by making customers understand what Dan's Farmaroot products
entail.
Objective 2-1: To help Dan's Farm penetrate new markets and achieve a 20% market share by
delivering effective social media marketing strategies and content in 3 months.
 Project Deliverables

Objective 1-0: Conduct comprehensive keyword research to identify and compile a list of at least
20 high-potential keywords relevant to Dan's Farmaroot Ginseng products within 2 weeks.
To deliver on this objective, my team will undertake the following activities:
1. Use keyword research tools to identify the right keywords to target for the content
(Abbamonte, 2024) relevant to Dan's Farmaroot Ginseng products.
2. Identify what keywords your competitors are using and trends from searches in the field
of health and wellness, specifically for the gym enthusiasts and health-conscious
consumer groups in Canada and the USA.
3. Generate a list of at least 20 high-potential keywords, where the suggested keywords are
categorized with regard to search volume, competition level, and relevance to Dan's
Farmaroot's products.
Objective 1-1: Implement an internal linking strategy by adding at least 3-5 relevant internal
links per page across different essential product and blog pages, enhancing site navigation, and
distributing page authority within 3 weeks.
To deliver on this objective, my team will undertake the following activities:
1. Conduct a content audit to identify essential product and blog pages for internal linking
opportunities.
2. Develop a strategic internal linking plan to improve site navigation and distribute page
authority.
3. Execute the internal linking strategy, adding 3-5 relevant internal links per page across
identified essential product and blog pages.
Objective 1-2: Optimize meta descriptions for all product pages, ensuring each description is
unique, keyword-rich, and within 155-160 characters to improve click-through rates and search
engine rankings within 2 weeks.
To deliver on this objective, my team will undertake the following activities:
 1. Review and audit current meta descriptions of all product pages to identify gaps and
opportunities for optimization.
2. Write unique, keyword-rich meta descriptions for each product page, ensuring they are
within the 155-160 character limit.
3. Implement the optimized meta descriptions on the website and monitor initial
performance metrics.
Objective 2-0: To develop an effective educational platform that will help build a large
community for the company by making customers understand what Dan's Farmaroot products
entail.
To deliver on this objective, my team will undertake the following activities:
1. Produce high-quality articles and videos explaining the benefits, uses, and unique
qualities of Dan's Farmaroot products.
2. Compile common questions and provide detailed, informative answers to help customers
understand the products better.
Objective 2-1: To help Dan's Farm penetrate new markets and achieve a 20% market share by
delivering effective social media marketing strategies and content in 3 months.
To deliver on this objective, my team will undertake the following activities:
1. Develop a robust customer service plan that includes prompt responses to inquiries on
social media, live chat support, and a feedback system.
2. Enhance the selected digital marketing channels that will align with the goals of
expanding the company to significantly more effective market reach and with minimal
cost. The team will help in developing social media marketing platforms, building an
effective website that effectively links other platforms, paid ads to reach wide customers,
Social Engine Optimization (SEO) that is geographically located, and content that will be
used in developing the brand and that will be used in marketing campaigns and
newsletters.
Two Creative Content
Timeline
In the next two months, the team will build solutions to help DansFarmroots solve the identified
challenges. The approach will build effective solutions to help the company capitalize on the
available technology and market. The timeline is for creating the events and how they will be
done so that the actualization can begin as early as October.
12/08/2024- 16/08/2024: Introduction of Project: The period will be used to study the company,
interact with the CEO, Dans Kaye and, learn things about the business its products and
understand the challenges it might be facing. The introduction will propose the challenges the
team feels are more pertinent and that the leader was very concerned about for the company's
success.
19/08/2024-23/08/204: Develop Objectives: The team will spend a week working on the
objectives for the project and coming up with effective objectives based on the challenge
identified and how these objectives will help solve the problems for the company.
26/08/2024-30/08/2024: Teams Roles: The team comprises individuals with knowledge in IT,
project management, Financial Analysis, and Budgeting, among other fields. Based on the
defined deliverables, the team will define roles for all members to understand what will be done
and how it will be done. The teams will have the reporting and time to merge details for the
research and develop a comprehensive project that will help our client effectively address the
challenges he is facing.
02/09/2024 – 06/09/2024: Build Effective E-commerce and Data Analytics Solutions: The
solutions that will be built in the e-commerce and data analytics will be developing the
following;
 Selection of an E-commerce platform, Preferably Amazon.com
 Built e-commerce website on Amazon.com
 Creating Content to be used in merchandising the products
 Built Data Analytic Tools for DansFarmroots using Microsoft Power BI
  Building an e-shop for customers to connect with the brand.
09/09/2024-13/09/2024: Develop Automated Inventory Management Software to track raw
materials from the farm and production to the customers. The systems aim to develop a supply
chain, help manage the related costs that affect the company, and enhance visualization of how
products will move.
 Built AI-powered Blockchain in the warehouse for DansFarmroot
 Develop QR scanning for the products and launch an App for the company
 Integrating the Blochain solutions to e-commerce, data analytics and marketing platforms
for better data acquisition
16/09/2024- 20/09/2024: Develop Customer Education Platform: The customer education
platforms include the social media platform, website, Mobile Apps and content that will be used
in creating awarness of the products for DansFarmroot to enhance brand awarness.
 Built the DansFarmroot education platform on the Docebo tool
 Mobile downloadable App to run educational programs
 Develop content that will be used in the education programs in Docebo and on social
media platforms like Instagram, Facebook, X-space and Twitter
 Integrate to this platform and in e-commerce for effective sharing of content that will
ensure customers get knowledge about Ginseng products
23/09/2024-27/09/2024: Develop Marketing Strategies (Digital Marketing): The team will
develop comprehensive digital marketing strategies based on the company's needs to enhance
brand awareness.
 Analyze competitors and market for the company, for example, the new target Asian
market, to understand their needs and most used channels of communications
 Build digital marketing channels like social media platform, Paid Ads, SEO, Marketing
Content
 Develop optimized Metrics that will be used in the process of analysing performance and
link it to the data analytics system built on Microsoft Power BI
30/09/2024-4/10/2024: Presentation and Launch: The solutions will be presented and launched
for the company to use to meet the solutions identified by the team. There will also be training
for the employees and key users of these platforms, an exercise that will take two weeks for
training and familiarization.
Scope
The project will be limited to building solutions identified for the company using the proposed
solutions in the objectives. The team will only build solutions that will solve cost operations
based on the company's supply chain management, customer education platforms and digital
marketing solutions.
Challenge #1
Objective 1-0
Keyword research is an essential part of your SEO strategy (Cunningham, 2023). Perform
keyword research using SEO tools such as Google Keyword Planner and SEMrush. Analyze
competitors and compile a list of 20 high-potential keywords. Document findings and provide
recommendations for keyword integration.
Objective 1-1
Conduct an internal link audit, develop a strategy for adding 3-5 internal links per page, and
implement the changes. Ensure links are relevant and enhance user experience. Review and
document the improvements (Johnson, 2024).
Objective 1-2
Audit existing meta descriptions, create a strategy for writing optimized meta descriptions, and
implement changes for all product pages. Ensure each description is unique, keyword-rich, and
within 155-160 characters. We need to ensure that the description includes keywords and
actionable details like CTA’s or mail us (Antolin, 2023). Review and document the results.
Challenge #2
Objective 2-0
It is a platform for education for detailed information on the product, usage guidance, and its
health benefits, designed based on this study. Develop an interactive content strategy using
videos, blogs, and webinars to engage users. Launch and promote the web in 6 weeks to make it
user-friendly and available.
Objective 2-1
Undertake market research to establish new target demographics. Write a social media marketing
strategy inclusive of content creation, influencer partnerships, and targeted advertising. Monitor
and analyze campaign performance—20% increase in market share in 3 months.
Budget Constraint
In order to acquire the services of UWC MBA consultancy team, DansFarmroot will be required
to pay services and labour that is required for the services to be delivered. The company for the
labour of the team will be $45,000 for the professional business proposal that will help the
company to achieve the overall goals (PreLounge.com, 2023). The charge will include well
developed business proposal, budgeting for the main project and services for the developers who
will be involved in designing website and making any other necessary development. The cost
will be for the consutlatancy, developers, market analysts and competitive analysis which is
within the Canadian consultancy market.
 Projected Cost-Benefit Analyses
The project estimates that after launching the solutions, the company will increase its market
share by 20%, and it will be able to save about 20% in supply chain operations. In that way, the
company, in the five-year time projections, will be able to generate about $2,000,000 annually in
revenue (Jenkins, 2023). The budget for building these solutions for the first year will be
estimated at 5% of the total projected revenue. In that case, the overall budget will be $50,000.
There is a wide range of benefits that the client will be able to achieve from the implementation
of the project, which include but are limited to the following;
 Reduced Cost of Operation in Supply Chain: The project will be able to save up to 20%
of the cost incurred when operating the supply chain manually and without proper
structures
 Effective Track of Inventory: The company will be able to effectively track the flow of
operations from the farm to production and customers through the use of inventory
management software
 Increased customer connection through the e-commerce platform will reduce the retail
and supply chain, thus increasing profit margins by at least 10% since the products will
be directly sold to customers through e-shops and online platforms without the needs of
retailers.
 The project will help increase the company's customer base in North America and
penetrate new markets by developing an effective education platform and digital
marketing strategies. The project is estimated to increase 20% of the market share if
effectively designed.
 Reduce counterfeit enhancing customer satisfaction: Implementing automated inventory
systems with AI-powered blockchain will help customers scan QR once they purchase;
thus, there will be increased trust and customer satisfaction (Jenkins, 2023).
Cost Benefit Analysis
The projected project will be helpful in the next five years, and it will be able to generate
about $200,000,000 annually. This analysis will calculate the first-year cash flow to ensure
that the client can realize the cost-benefit of launching the project. Based on the business's
financial cost and projection, the results show that the business will have a positive cash
flow. Thus, The project is worth investing in, and DansFarmroot should consider investing in
it because it will offer the company a good return on investment.

Project Assumptions and Constraints

Assumptions
 The technology vendors have technology that can run for the projected five years without
becoming obsolete.
 DansFarmroots has an existing technology program that can be integrated with the
proposed solutions.
  The barriers for entrants in NHP, especially Genseng, will remain relatively low, which
will reduce the competition in the market.
 The technology, company or team members will keep the project's scope the same.
 The team will finish the project as it is scheduled milestone t o meet the client deadline
 Assumption is that the stakeholders understand the wide aspect of the business and they
will understand the proposal
Constraints
 The time frame is very limited, with only two months to deliver a complex project.
 The budget is limited since the client will only fund some activities. Only labour will be
funded.
 The technology sourcing team has no built-in technology, so every bit of technology must
be sourced.
 The other contraints is the event when the client will change the scope of the project in
the midst.
Conclusions
In conclusion, DansFarmroots is experiencing two critical challenges that need to be addressed:
an ineffective supply chain and limited brand awarness. Through implementing the suggested
solutions in the project, the company will be able to increase its connection to customers, reduce
the bottleneck in the supply chain, and effectively optimize inventory management. Customer
education and marketing will help increase customer acquisition, penetrate new markets, and
increase market share.

Figures and Charts

Tips To Use Store Inventory Management System
 Appendices
Featured Products for DansFarmroot

End References
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Codedesign.com (2023). How does e-Commerce Influences Supply Chain Management?
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Cunningham, C. (2023, July 26). Keyword research for SEO: The ultimate guide. Yoast.
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%20with%20each%20goal.
Jenkins, A. (2023). Stock Keeping Unit (SKU) Explained.
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unit-SKU.shtml
Johnson, D. (2024, April 12). The Power of Internal Linking for SEO. Medium.
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Kaye, D. (2024). Dan’s Farmroot Meeting with UWC Student.
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