Posted on 19 October, 2017

2017 CPA Australia Plan Your Own Enterprise Competition

2017 CPA Australia Plan Your Own Enterprise Competition

Darwin High School Year 12 Business Enterprise student Isabella Di Toro has represented the Northern Territory in Division One of the CPA Australia Plan Your Own Enterprise Competition for 2017.

Business Enterprise teacher, Jayant Prackash said

Business planning is an important aspect of business education and the CPA Australia Plan Your Own Enterprise Competition provides students with an in-depth appreciation of a wide variety of business aspects and operations. 

Isabella traveled to Melbourne earlier this month to attend the national judging and presentation ceremony, where she was required to make a short presentation to the judging panel. Following her presentation Isabella was required to answer some questions from the judges.

The Competition required students to submit a 3,000 word creative business plan. Isabella was selected as a national finalist for her business plan Raw which, sought to promote fresh Territorian produce.

By student Isabella Di Toro

I selected the name of the business to be Raw because it evokes freshness and recognises that all fruits are raw, as well as represents the natural and organic theme of the company. The name is also memorable due to its length and simplicity. The logo and corporate image of the business is simplistic and vibrant, as by using vibrant colours in a clean composition the logo is recognised as 'fresh' and appealing to the target audience. The logo displays local tropical fruits, to reinforce that the business specialises in Territorian produce.

The micro business’ prime function is to provide Territorians with quality fresh fruit that they are otherwise deprived of, at competitive prices. This will be achieved by selecting a core number of local producers. Raw will also retail all their products to consumers in a variety of frozen snacks (frozen fruit, icy poles, ice cream, slushies etc.) Raw operates as a market stall, travelling between three locations (Parap markets, Palmerston markets and Smith Street Mall Boutique Markets), in order to reach a wider consumer demographic. I chose these locations as I found that they were the popular options in the market research I conducted.

The marketing plan, in brief, consists of the business focusing of a differentiated market segment, meaning the different products they sell are targeted at different consumer characteristics. Their fruit punnets and packs are targeted at consumers above the age of twenty-five and their drinks and frozen snacks are targeted at all consumers twenty-five and below. The business will promote itself by adopting social media platforms; instagram, snapchat (geo-filter) and facebook. The signage on the side of the van will provide further advertisement as the stall travels between locations, as well as the articles they'll post in the NT News on the days of trading. To keep consumers enticed, Raw will have loyalty cards and special deals.

I would recommend this competition to others studying business or any courses alike, as it gave me an opportunity and recognition for my business idea. Being able to present my business plan to a panel of judges, who are experienced in the field of enterprise, has given me a greater understanding of business operation. The competition gave me the opportunity to bond with students from other states that shared the same interests and ambitions as I do. The environment of the competition was incredibly welcoming and memorable. 

From all the staff at Darwin High School, congratulations Isabella on such a fantastic achievement.

Pictured above: National Finalists (Rear L-R: Sam Pegler QLD, Harman Singh WA, Lotfullah Yousefi SA, Sean Cruz TAS, Isabella Di Toro NT, Jessica Lauc ACT, Lucy Bell NSW. Front L-R: Tony Kuc, President BEA, Maybel Gardner VIC, Jon Aloni, General Manager – Victoria, CPA Australia). Image courtesy of Business Educations Australasia Inc.

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