Sam created a marketing plan to obtain finance for AFA, a fair-trade retail business. A marketing plan can identify objectives, target markets, marketing mix, budgets and implementation. Sam initially had poor understanding of accounting and finance, so applying appropriate accounting principles and ethics is important for reliable records, correct cash-flow/profit information, tax compliance, honest reporting and stakeholder trust. AFA sells fair-trade chocolate, coffee, clothing and stationery through pop-up stalls, retail outlets and an e-commerce business-to-consumer website.