In the presence of soya milk industry, the market value has been dramatically increasing due to the severely market competition. However, there is a gap in the market for premium healthy soya milk. The premium healthy soya milk is in between the grassroots roadside soya milk, which has low standard in product preservation, and the UHT soya milk, which has milk powder as a major ingredient. Therefore, the business has noticed the market opportunity and would like to focus the health conscious consumer target group. The objective of this project is to develop the anti-oxidant herbal soya milk business plan which responses to the consumers’ demand especially the health conscious group. The market competition analysis, the competitors’ analysis in both direct and indirect ways, the consumers’ analysis, the SWOT analysis and also the results from consumer’s questionnaire in soya milk consume behavior and attitude in anti-oxidant product are the keys for this business plan. The results from above analysis are used in “Soya Plus” herbal soya milk business plan which focus in product differentiation. By using concentrate herbs as the key ingredient makes this product be prominent especially in good health benefit. Moreover, this product contains in the hygienic glass bottle to keep the product fresh and free from chemical residues. According to the financial assessment, this herbal soya milk business requires the fund around 1.5 million baht. The pay-back period of this project is 2 years and 3 months. The IRR (Internal Rate of Return) is 69.26% per year. The current NPV is 4,744,593 baht. From all information mentioned, this business is considered to be a lucrative investment.
