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Table of Contents
Executive Summary

Mission and Vision

A. Overview 5

Poultry Industry Overview 5

Business Objectives 5

Business Description 5-6

Purpose of Business 6

Product and Quality Assurance 6

B. Market 6

Market Research and analysis 7

Market Gap and competitors 7

Marketing and Sales Strategy 7

Marketing Objectives 7

Target Market 7

Swot analysis 8

Product offering 9

Sales Channels 9

Promotion Strategy 9

Sales Targets 9

C. Distribution and Logistics Channel 9 -10

D. Operations Plan 11-12

E. Production 13-14

F. Revenue Estimate 14-15

G. Management and Staffing 15 -16

H. Capital Budget Sheet 17

I. Chicken Feed Plan for 500 Layers 18

Conclusion 18

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Executive Summary

Ivy Bert is launching a poultry farming enterprise focused on high-quality egg production, beginning with
a stock of 500-layer birds. The primary objective is to deliver a consistent supply of fresh, locally produced
eggs to households, retailers, and local markets, helping to meet the growing demand for affordable
protein. Ivy Bert is in a rural area, the farm will be built and managed with an emphasis on efficiency and
hygienic practices to ensure maximum egg yield and birds health. The business will generate revenue
through daily egg sales, with plans for phased expansion in response to market demand. Key operational
components include:

• Secure and well-ventilated poultry housing

• Strict vaccination and health management protocols
• Nutritionally balanced animal feed
• Strategic local marketing and distribution networks

Ivy Bert’s long-term vision is to develop a sustainable, scalable, and profitable agribusiness that enhances
food security, empowers the local economy, and creates meaningful employment opportunities within
the community. Ivy Bert will begin egg production with a starting stock of 500-layer hens, expected to
produce around 400 eggs per day, which amounts to about 14 crates daily. Each crate of 30 eggs will be
sold at R75, bringing in a daily revenue of R1050 ,00. At the end of the laying cycle (60-75 week), the older
birds will be sold at R80 each to the local market and community. IvyBert saw a gap in the market because,
in my area, there is no existing egg-laying business. After speaking with local small businesses, many have
already expressed interest in buying directly from IvyBert, as it will save them on transport and wholesale
costs. We have supermarkets and spaza shops in the area, and we also plan to expand into nearby villages.
Once operations are up and running, IvyBert will register as a supplier with national retailers, Boxer and
Spar, allowing us to reach a wider customer base and grow the business even further.

Ivy Bert plans to promote its business through social media platforms and local radio stations to reach
both nearby communities and a broader audience, creating awareness and driving demand for our fresh,
locally produced eggs.

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 Vision:

To become a leading supplier of fresh, locally produced eggs in rural and semi-urban South

Africa, empowering communities through sustainable farming and job creation.

Mission:
To deliver nutritious eggs consistently through environmentally responsible practices while

offering competitive pricing and high service standards.

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A. Overview

Poultry Industry Overview

Egg production is one of the most prominent and profitable forms of poultry farming, as eggs are a widely
consumed, nutritious, and versatile food staple across all communities and income levels. The poultry
business also offers opportunities for specialization in areas such as brooding, point-of-lay production,
liquid egg packaging, egg trading, cold-room storage and marketing, day-old chick supply, feed milling,
bird transportation, and operating egg depots. Specialization, alongside continuous skills development,
remains essential for success and sustainability in this industry. The poultry industry in South Africa is a
multi-billion Rand sector with vast potential. However, several challenges hinder its growth, including
limited access to credit, high interest rates, the rising cost of maize (a key input in poultry feed), and
unreliable electricity—critical for powering cold rooms, incubators, and automated systems such as cages.

Despite these obstacles, the outlook for poultry farming in South Africa remains highly promising. The
demand for eggs, and other poultry products continues to grow rapidly, offering significant opportunities
for new entrants and existing players committed to quality, innovation, and resilience.

Our Business Objectives

- Achieve 80 - 90% production efficiency from 500-layer birds.

- Supply to local retailers and markets.
- Generate R378,000 annual revenue in year one.
- Create employment for at least two local youth.
- Expand flock size to 1,000 layers within 24 months.
- Register as a national supplier to Boxer and Spar.

Business Description : Chicken Egg Production Venture

IvyBert is embarking on a dynamic poultry farming venture specializing in chicken egg production, with
the goal of becoming the leading and most reliable provider of fresh eggs and high-quality white meat in
the region. The business model is carefully structured to ensure continuous productivity, efficient
distribution, and sustainable growth.

The operation starts when the hens are 18 weeks old and begin to lay eggs. The eggs are collected,
cleaned, and packed into trays that hold 30 eggs each. The trays are then delivered to towns and local
markets to make sure the eggs reach shops, vendors, and customers on time.

The egg-laying cycle remains productive until the hens reach approximately 60 to 75 weeks of age, after
which they are classified as old layers. Rather than discarding them, Ivy Bert will optimize their value by
selling these birds for meat. This strategy not only reduces waste but also supports the business’s white
meat product line, creating an additional and sustainable revenue stream.

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Ivy Bert aims to:

• Ensure consistent egg supply to meet demand.

• Offer affordable and nutritious white meat to consumers.
• Achieve sustainability through proper lifecycle management and zero-waste principles.

Ivy Bert’s business is set to grow into a trusted household brand in both egg and poultry meat markets.

Purpose of Business

• To meet the demand of customers and build strong customer relationships.

• To create employment opportunities for others.
• To contribute the local economy and to the country.

Product and Quality Assurance

Primary Product:
- Fresh table eggs (Grade 1, packed in 30-egg crates)

Secondary Product:
- Sale of spent layers (at the end of the production cycle, approx. 18 months)
- Poultry manure (potential for local garden markets or compost businesses)

Quality assurance is the cornerstone of our business. We are fully committed to maintaining the highest
standards in every aspect of our operations. We will not compromise when it comes to the health and
safety of our products. To guarantee quality, we will implement strict hygiene and biosecurity measures,
ensuring that our hens are well cared for, and our eggs are handled with the utmost attention. In a time
when poultry-related diseases are a growing concern, we take proactive steps to ensure that our chickens
and eggs are safe, clean, and free from harmful pathogens. Through responsible farming practices and a
focus on animal welfare, we aim to build a trusted name in the poultry industry, one that puts consumer
health and product excellence first.

B. Market

We aim to build a trusted brand representing quality, consistency, and community impact. Through
efficient farming practices, local networks, and a reliable distribution plan, IvyBert aims to become a
leading supplier of eggs and chicken in Nongoma and nearby towns .

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Market research and analysis

Egg production is one of the stable and growing sectors in South Africa’s agriculture sector. With rising
protein demand and increasing awareness of local food systems, eggs remain a staple across income
groups. There is currently no established egg-laying operation in Njampela area, which creates a unique
opportunity for IvyBert to become the primary local supplier. With several supermarkets and spaza shops
nearby, and surrounding villages lacking direct access to fresh eggs, Ivy Bert is strategically positioned to
serve this underserved market with reliable, local supply.

Furthermore, the region is experiencing population growth and rising consumer awareness about the
importance of protein-rich diets, leading to a steady increase in demand for eggs. This demographic shift
further solidifies Ivy Bert’s growth potential. In addition, schools, food vendors, and informal traders
represent a secondary but significant market segment. By providing consistent supply, competitive
pricing, and reducing the logistical burden on buyers, Ivy Bert can quickly establish brand loyalty and
become the go-to supplier for both individual households and local businesses. Over time, the company
aims to extend its market reach by becoming a registered supplier with national retailers such as Boxer
and Spar, thus opening access to a broader regional and potentially national market.

Market Gap and competitors

Currently, there is no established egg-laying business in the Njampela area, which presents a strong
opportunity for IvyBert. Informal consultations with residents and businesses have revealed a demand for
eggs and a strong interest in sourcing locally, as this would help reduce transport and wholesale costs.

📣 Marketing and Sales Strategy

🎯 a. Marketing Objectives

• Build strong brand recognition as a reliable supplier of fresh eggs and white meat.
• Secure regular clients, including retailers, supermarkets, hotels, and households.
• Expand customer base beyond local markets into nearby towns and cities.

🛍️ b. Target Market

Target Market

• Local households in the village and surrounding areas.

• Informal traders and local supermarket and spaza shops.
• Nearby villages with no existing egg supply chain.
• National retail chains (Boxer and Spar) for future expansion.

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SWOT Analysis

The table below shows the Strengths, Weaknesses, Opportunities and Treats of the intended broiler
production

Strengths (Internal, Positive Factors) Weaknesses (Internal, Negative Factors)

Low Startup and Operational Costs Limited Technical Knowledge
• The land is available at no cost. • Lack of expertise in poultry
• Labor is often cheaper in rural areas. management can lead to poor
Local Demand for Eggs productivity or disease outbreaks.
• Eggs are a staple in most diets; rural Inadequate Infrastructure
markets often lack steady supply. • Poor roads, electricity, or water
Easy Access to Organic Feed supply can affect operations.
• Availability of farm waste or local grains Limited Market Access
can reduce feeding costs. • Difficulty in reaching larger, urban
Employment Creation markets due to transportation issues.
• Can provide jobs for residents, especially Lack of Veterinary Services
women and youth. • One vet to help in case of disease or
Scalability emergencies.
• Businesses can grow gradually as demand Capital Constraints
increases. • Difficulty accessing credit or
investment for expansion.

Opportunities (External, Positive Factors) Threats (External, Negative Factors)

Rising Demand for Protein Disease Outbreaks (e.g., Avian Flu)
• Growing awareness about nutrition is • Can wipe out entire flocks if biosecurity is
increasing egg consumption even in rural poor.
areas. Market Price Fluctuations
Government Support • Sudden drops in egg prices can hurt
• Potential access to agricultural grants, profitability.
subsidies, or training. Predators and Theft
Local Schools and Institutions • Especially in unsecured village settings.
• Can become consistent buyers of eggs. Competition
Organic/Niche Market Potential • From larger commercial farms or cheaper
• Free-range or organic eggs can command imports.
premium prices. Climate and Weather Risks
Vertical Integration • Heat stress, floods, or droughts can affect
• Potential to add value by producing bird health and egg production.
chicken manure as fertilizer or expanding
into broilers

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📦 c. Product Offering

• Fresh Table Eggs: Packed in 30-egg crates.

• Spent Layers (White Meat): Live or dressed.
• Optional: Bulk supply contracts, weekly delivery plans, or discounted long-term agreements.

💼 e. Sales Channels

Channel Strategy
🏪 Direct to Door-to-door supply with crate discounts for bulk purchases
Retailers
🛒 Wholesalers Establish long-term contracts with wholesalers and distributors
🏬 Spaza shops Offer branded, clean, and uniform crates; explore barcoded packaging
🚚 Delivery Use a small bakkie/scooter to deliver locally and to customers in town regularly
Service
📱 Digital Orders Take orders via social media platforms

📈 f. Promotion Strategy

✅ Brand Identity

• Business name on crates, flyers, stickers.

• Uniforms and branded delivery bakkie and a scooter.

🤝 g. Customer Retention Strategy

• Consistent Delivery Times: Build trust with dependable schedules.

• Flexible Payment Options: Allow short-term credit for bulk buyers.
• Customer Feedback: Collect feedback to improve service and packaging.

📊 h. Sales Targets

Time Frame Crates/Day Target Monthly Revenue

Months 1–24 14 R31,500
Months 25+ 30 R63,000

C. Distribution / Logistics Channel

🎯 Objective:

To deliver fresh eggs and white meat efficiently, safely, and consistently to customers (retailers,
wholesalers, spaza shops, households) while minimizing transportation costs and product damage.

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📦 a. Packaging and Handling

• Eggs:
o Packed in 30-egg cardboard trays.
o Trays stacked in crates or boxes, 12–14 trays per crate depending on size.
o Use labelled packaging for identity and quality assurance.

• Spent Layers:

o Chickens can be sold either live in poultry crates or transport cages or processed and
dressed, hygienically packed in clean, sealed, food-grade plastic bags.

🚛 b. Transportation Methods

Mode of Transport Use Case Equipment Required

Bakkie Daily or scheduled deliveries of crates Stackable plastic crates, cushioning foam
Scooter (Local Deliveries) Small or urgent egg deliveries Insulated box or basket

📍 c. Distribution Routes

• Primary Routes:
o Daily/weekly delivery to:
▪ Local shops
▪ Town markets
▪ Supermarkets
▪ Bakeries

• Secondary Routes:

o Bi-weekly/monthly supply to:

▪ Nearby villages
▪ Schools, Clinics, etc.

Note: Route planning will help to minimize fuel usage and optimize customer grouping.

📅d. Delivery Schedule

Customer Type Frequency Notes

Local retailers 3–5 times/week High demand, short distance
Households Weekly or biweekly Door-to-door model (pre-orders)
Wholesalers/supermarkets Weekly or biweekly Pre-scheduled deliveries
Spent layer buyers End of laying cycle Coordinate bulk pick-ups or deliveries

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💼 e. Inventory & Dispatch Management

• Maintain a dispatch register for:

o Number of crates sent per route.
o Returned empty crates.
o Payments and credit records
• Track deliveries using simple tools:
o WhatsApp confirmation

🧰 f. Infrastructure & Equipment

• On-farm storage area: Ventilated room to store packed eggs safely before dispatch.

• Crate washer and sanitizer: For hygiene when reusing crates.

• Protective materials: Foam or padding to prevent egg breakage in transit.

• Delivery vehicle maintenance plan: Regular checks to reduce breakdowns.

📞 g. Customer Order and Delivery Tracking

• Use WhatsApp Business and Text to:

o Order placement
o Delivery time confirmations
o Customer feedback

✅ Summary of Logistics Flow:

Farm → Egg Packing Room → Staging/Storage → Transport (Bakkie/Scooter) → Customer

↓
Live/dressed Spent Layers → Buyers (on-site or delivered)

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D. Operations Plan

a. Transfer to Laying Cages (16 to 18 Weeks)

Activities:
• Prepare and sanitize laying cages prior to transfer.
• Move birds into battery cages in a stress-free manner.
• Gradually transition to layer feed to stimulate reproductive system development.
• Begin training staff on egg handling, grading, and packing.
Duration: 16 to 18 weeks

b. Egg Production & Distribution (19 to 75 Weeks)

Activities:
• Daily collection of eggs from cages.
• Clean, grade, and pack eggs into 30-egg crates.
• Store eggs in a cool, dry area before transporting them to customers.
• Maintain relationships with wholesalers, retailers, and village customers.
• Monitor bird performance (egg-laying percentage) and manage feeding accordingly.
• Keep detailed records for tracking productivity and sales.
Duration: 19 to 75 weeks

e. Spent Layer Management (75 Weeks)

Activities:
• Identify spent layers (drop in egg production).
• Market and sell birds as live or dressed meat (white meat sales).
• Sanitize housing facilities before introducing new batch of chicks.
• Review operational data and adjust future cycles for improvement.
Duration: 75 weeks

Support Operations
• Veterinary Care: Periodic check
• Feed Supply Chain: Partnership with reliable feed mills to ensure constant supply.
• Record Keeping: Daily logs of feeding, egg count, mortality, and health incidents.
• Training & Safety: Regular staff training on biosecurity, hygiene, and handling.

Facility and Infrastructure

• Layer cages
• Feed storage room
• Egg storage/packing room
• Water tanks and electricity
• Transportation (bakkie and a scooter)

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E. Production

Objectives
• Produce high-quality table eggs consistently to meet market demand.
• Ensure optimal bird health and performance for maximum egg yield.
• Utilize spent layers to produce white meat, minimize waste and increasing revenue.

a. Production Cycle Overview

Stage Age of Birds Key Activities

Transfer to Cages 16–18 weeks Move to layer cages, adapt to laying environment, change to layer feed
Daily egg laying, collection, grading, packing, and transportation to
Egg Production 19–60 weeks
market
Spent Layer Sale 75 weeks Declining egg production, sale of birds for meat, cleanup for next batch

b. Egg Production Estimates

• Average egg production rate: 80–90% at peak (400 – 420 eggs/day from 500 hens)
• Eggs per hen per year: Approx. 330 eggs
• Total annual egg output (500 hens): about 140,000 - 150,000 eggs
• Packed in 30-egg crates.

c. Spent Layer Meat Production

• Spent hens (from 75 weeks): 500 birds.
• Sale format: Live birds or processed
• Average meat yield per bird: 1.5–2.0 kg
• Revenue Source: Sold to meat markets and households.

d. Quality Control Measures

• Vaccinations
• Biosecurity protocols (limited access, disinfectants)
• Feed and water quality monitoring.
• Egg grading (A, B, cracked) before packing.
• Clean and temperature-controlled egg storage area.

e. Sustainability & Waste Management

• Use of manure as organic fertilizer for crop farms
• Reuse or recycle egg trays and crates.
• Safe disposal of deceased birds and waste materials

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F. Revenue Estimate

Daily Revenue
• Crates produced per day: 400 - 420
• Selling price per crate: R75
• 14 crates × R75 = R1,050

Monthly Revenue

• Assuming 30 active production days per month

R1,050 × 30 = R31,500

Annual Revenue

• 12 months of production
📌 R31,500 × 12 = R378,000

a. Annual - Estimate
i. Revenue

• Egg sales (14 crates/day at R75): R378,000

ii. Estimated Annual Operating Costs

Expense Item Estimated Annual Cost Notes

(ZAR)
🐓 Feed R134,355 – R135,000 Layer feed
💉 Vaccines & Medication R1,500 – R2,000 Based on schedule for 500 birds
👷‍♂️ Labor (2 workers) R72,000 Salary
🔌 Electricity & Water R24,000 – R30,000 About R2000 – R2500 a month
🚚 Transport & Distribution R4,000 Deliveries to urban markets

📦 Packaging (various boxes.) R12,000 Packaging /Boxes/Crates

🧼 Biosecurity & Cleaning R1,000 Disinfectants, pest control, etc.

📋 Admin & Miscellaneous R1,000 Record keeping, phone, minor supplies

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G.🧑‍💼 Management and Staffing Plan

🎯 Objective:

To build a small but efficient team capable of handling daily poultry operations, egg production,
distribution, and customer service, with clear roles and accountability.

👨‍🌾 a. Ownership & Leadership

Business Owner

• Name: Zintathu Amanda Mathaba

• Responsibilities:
o Overall business oversight and strategic decisions
o Financial planning and record-keeping
o Supplier and buyer negotiations
o Ensures compliance with biosecurity and food safety.
o Oversee expansion and marketing plans.
o Bookkeeping, invoicing, payment tracking
o Maintain stock, receipts, and orders.
o Supervise other farm workers.
o Customer service follow-ups

💼 General farm worker 1

• Responsibilities:
o Maintain customer relationships.
o Schedule deliveries and handle logistics
o Record sales, returns, and payments.
o Find new markets and handle social media promotions.
o Day-to-day poultry care and record-keeping (feeding, egg collection, mortality)
o Administer vaccines and monitor flock health.

👩‍🔧 General Farm Workers (2)

• Responsibilities:
o Feed and water birds.
o Clean cages and housing units
o Collect and pack eggs.
o Assist with vaccinations and general farm maintenance.
o Manage housing hygiene and feeding schedules.

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📋 b. Training and Development

• Initial training for all staff on:

o Poultry handling
o Biosecurity
o Record-keeping
o Emergency procedures
• Ongoing skill upgrades via:
o Online agriculture courses
o Workshops or training by local agricultural departments or NGOs

🧰 c. Staffing Costs Estimate (Monthly)

Role Number Monthly Salary (ZAR) Total (ZAR)

General Workers 2 R3,000 R72,000

✅ Summary of Management & Staffing

• Owner-led, with a farm worker
• Emphasis on multi-skilled roles to reduce overhead.
• Structured reporting lines and task delegation
• Long-term goal: develop team leaders and automate admin tasks.

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H. Loan Breakdown

For Ivy Bert’s Chicken Egg Production Business

Category Item Description Quantity Unit Cost Total Cost
(ZAR) (ZAR)
1. Infrastructure Poultry House Construction 1 R25,340 R25,340
Battery Cages with feeders and 2 R44112.00
drinkers (installed), with 8 x eggs tray
and transport
Lighting 4 R389.00 R1945.00
Infrastructure Subtotal R71,441

[Link] of sales Feed 360 R370.43 R133, 354,80

Vaccination 1 R1,500 R1,500
Subtotal R 134,854.80

3. Cleaning Equipment Broom 1 R179.00 R179.00

Shovel 2 R360.00 R720.00
Chicken Scale 1 R70.00 R70.00
Water Hose 1 R190.00 R190.00
Vinegar 25L 5 R278.00 R1390.00
Equipment Subtotal R2,549.00

[Link] Strapping 2 R310.00 R620.00

Cling Wrap 1 R250.00 R250.00
Packaging (various boxes) R1,000.00 R12,000.00
Packaging Subtotal R12,870.00

5. Biosecurity & Safety Footbath Basins & Disinfectant 2 sets R95 R190
Overalls, Gloves, Boots (for 3 staff) 2 sets R750 R1,500
First Aid Kit 1 unit R500 R500
Fire Extinguisher 1 unit R1,000 R1,000
Safety Subtotal R3,190.00

🧮 GRAND TOTAL R224,904.80

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I. Chicken Feed Plan for 500 Layers
🔄 Feeding

Stage Age Range Feed Type Feeding Duration

Laying 16 – 70 weeks Layer Mash 70 weeks

🧰 Feed Quantity & Cost Estimates for 500 Birds

a. Feed

• Duration: 16 to 70 weeks
• Average consumption per bird: 95 – 105 grams/day × 70 weeks
• Cost per 50kg bag: R370.43
• Total bags: 30 bags a month = R11,112.90
• Total cost: 360 × R370.43 = R133, 354,80

📦 Total Feed Cost Summary

Feed Quantity (kg) Bags (50kg) Cost per Bag Total Cost (ZAR)
Layer Mash 50kg 30 R370,43 R11,112.90
Total Feed Annually 18,000kg 360 - R133,354.80

Conclusion
IvyBert Holdings is well-positioned to become a reliable and sustainable player in the poultry farming
industry, with a clear focus on commercial egg production. By leveraging available family-owned land,
employing local youth, and serving an underserved market with a high demand for fresh eggs.

With a commitment to quality, efficiency, and local economic development, IvyBert Holdings is more than
just a business, it is driving transformation. The company’s strategy combines smart resource use, market
responsiveness, and a passion for agricultural advancement, ensuring both profitability and social value.

IvyBert Holdings aims to scale responsibly and contribute meaningfully to South Africa’s food security and
rural development goals.

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