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Dolce BIO 甜甜的冰淇淋 Team CS: Emil MA1N0211 Anja MA1N0206 Lubica MA1N0212

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Presentation on theme: "Dolce BIO 甜甜的冰淇淋 Team CS: Emil MA1N0211 Anja MA1N0206 Lubica MA1N0212"— Presentation transcript:

1 Dolce BIO 甜甜的冰淇淋 Team CS: Emil MA1N0211 Anja MA1N0206 Lubica MA1N0212
Southern Taiwan University of Science and Technology Entrepreneurship & Innovation, GMBA Dolce BIO 甜甜的冰淇淋 Team CS: Emil MA1N0211 Anja MA1N0206 Lubica MA1N0212 Michal MA1N0218

2 Table of Concept Executive Summary Company Description
Industry Analysis Market Analysis Marketing Plan Management Team and Company Structure Operations Plan Product Design and Development Plan Financial Projections

3 1. Executive summary Dolce BIO is an organic ice cream which is going to fill the market gap by a flavor-rich ice cream. It is not just an average ice cream such as may be found in grocery stores. It is an a traditional dessert with a “taste of Italy” that a customer enjoys in a likeable environment of a small, family-style patisserie.

4 2. Company Description Company Dolce BIO is going to start its business in Tainan, Taiwan Location is planned to be in the area of university campuses (This ensures a high number of flows of people walking around every day.) The company targets not only but mostly young consumers as these usually like sweets but are already educated enough to be aware of the importance of a right “BIO decision” when buying food

5 2. 1 Company History Dolce BIO Ice Cream is a new venture
Does not have a real market experience in ice cream industry in Taiwan BUT: Certainly does have a potential to expand because of it advantages in: Detailed product and marketing strategy Uniqueness in the market Creative, young, highly educated managers’ team

6 1% Dolce BIO 4 Trees 2.2 Mission Statement
To always make customers smile By serving the finest they’ve ever tried Keeping customers happy and satisfied in environment organically designed 1% Dolce BIO Trees

7 2.3 Products and services

8 2.3 Products and Services 1/2
Dolce BIO Ice Cream will sell creamy, flavor – rich and all-natural ice cream to every kind of customer with special focus on young people The ice cream will be sold through small-size attractively looking dessert restaurants In the front side of the restaurant will be a couple of tables and chairs surrounded by the ‘green environment’ of the restaurants made by fruit trees and plants growing in big flowerpots

9 2.3 Products and Services 1/2
The patisseries are also going to offer a drink menu created by a home made, fruity, all-natural drinks (lemonade, milkshakes, coconut milk, water from coconuts, mineral water) The patisseries are going to be launched by part-time workers - students who are interested in environmentally friendly business and marketing

10 2.4 Current status The company is currently in a status of obtaining financial sources for it’s beginning stage The business plan is feasible: various business analysis were executed

11 Industry Analysis Industry size:
Large if we look at an ice cream as a sweet product or smaller if we look at it from perspective of an ice cream product. Growth rate of an industry is fast. There are enough customers to satisfy most firm’s production capacity. Industry is attractive as it is: fragmented growing not crowded

12 Porter’s Five Forces Model - Threat of Substitutes
We could say that all sweet end products can be a substitute for an ice cream if o person is thinking to purchase an ice cream to satisfy his/her desire for sweet product. If we think of an ice cream as a product desired as cold refreshment in a hot weather, substitutes could be other shops selling ice cream, popsicle, shaved ice, cold drink or tea. (Cold Stone, Ciao Bella Gelato, Haagen Dazs, 7 Eleven, Preso Tea, Coca Cola…)

13 Porter’s Five Forces Model - Threat of Substitutes
However, the venture will be producing premium quality ice cream product. There are currently few competitors. In general, threat of substitutes is high, but can be less depending on a point of view.

14 Porter’s Five Forces Model - Threat of new entrants
Barriers to entry are low. New competitors can easily enter the industry to copy what the industry incumbents are doing. There are low capital requirements; there are not substantial economies of scale, there are no government and legal barriers. Knowhow and recipe for preparing an ice cream is not a large barrier due to information technology. Threat of new entrants is high.

15 Porter’s Five Forces Model - Rivalry among existing firms
There is a moderate rivalry in the industry. Differentiation of a product: Ice cream from 7 eleven is cheap and easy to prepare but has lower quality and only one taste. On other hand, our product will be more expensive, focusing on quality ingredients and therefore top quality product with many flavours, but also more time consuming to prepare. Rivalry among existing firms is moderate.

16 Porter’s Five Forces Model - Bargaining Power of Suppliers
The venture will need suppliers from various local and organically grown sources. (fruit, milk) bargaining power of supplier is moderate. There are enough suppliers to provide a critical product to the venture as well as to a large number of other buyers. The profitability of the venture will therefore not be suppressed by bargaining power of suppliers.

17 Porter’s Five Forces Model - Bargaining Power of Buyers
Bargaining Power of Buyers is low from a perspective of a venture as a buyer as well as venture’s customers as buyers. In addition, there are only few locations in the city where a customer can purchase premium quality handmade ice cream.

18 Key Success Factors Location Competitive price Freshness
Organic ingredients Advertisement Promotions

19 Industry trends Currently there is a trend in establishing ventures selling sweet food products in Tainan, especially ice-cream shops. Our proposed products will be made entirely using organic ingredients as a part of our competitive advantage. There is a growing trend adopted from western countries to produce and consume food product made of organic, non-chemical ingredients (no pesticides, no GMO production, no additives o colorants and no preservatives). Ingredients sourced from local production, produced from sustainable resources by a labour that is treated fairly. In addition the product will be low in fat and sugar.

20 Market Analysis Buyer behaviour analysis: There are customers willing to purchase premium products like sweet products, need refreshment in hot days, like products with taste of Europe, like foreign management and service

21 Competitor analysis Our research revealed there are several ice cream shops in Tainan city. Our main competitors regarding to quality of ice cream would include only 4 shops. Here we do not include ice cream from machine and shaved ice as the quality is lower.

22 Competitor analysis Direct Competition:
There is already few handmade ice cream shops created in the city. Because they have shops only in few locations in Tainan city, there is plenty of place and customers for the proposed venture. In addition there was large growth of machine made ice creams available from convenient stores however; our venture is focusing on high quality, organic handmade ice cream therefore machine made and shaved ice is comparatively lower grade ice product. There is not a clear market leader. Competitors in an industry are about the same size.

23 Market segmentation and target market selection
Geography location: First shop will be located in Tainan city as this is the area that a venture team knows very well. Location will be carefully chosen in an area of high number of potential customers. Preferably located close to large school or other location with a lot of pedestrians and location that is easily accessible. Demographics: Our target market include: both genders, all age categories (preferably 8-40), people with average income. Our target market are customers willing to pay a premium for an organic handmade ice cream.

24 Bio organic ice cream and juices Weakness Opportunitiess
5. Marketing plan SWOT Strengths Bio organic ice cream and juices Healthy products with rich flavor Unmatured market Product of Italy Inexpensive price Good location Weakness Not recognized brand Target market is a population with lower income Higher fixed cost Complex staff training Other competitors in the area Opportunitiess Lower price then competitor’s Matured market of key ingredients Warm weather for almost whole year, wide range of flavors Threats Potential difficulties to find perfect location Seasonality-cold weather for 2 months Lower market demand during the vacations Seasonality of ingredients Challenge to produce inexpensive ice cream with expensive ingredients

25 5. Marketing plan - 4P, Target Market
Price 40 to 100 NTD per one full scoop of a luscious ice cream, juices from NTD Place Near University Campus of STUT and Cheng Kung Product Ice cream which contains fresh organic fruit and pieces of a quality chocolate or nuts, fresh fruit juice Promotion University Campus, Facebook, Twitter, Flyers Target customers are students and people who live around the universities (children and scholars who will stimulate their parents to taste our product)

26 5. Marketing plan Acquire New Visitors (Cheap & Easy)
Social Media (Facebook, Twitter) Collect Addresses to introduce offer Membership cards with loyalty program and special offer for members Flyers Launch a Blog (eventually)

27 5. Marketing plan Overall marketing strategy
Dolce BIO Ice Cream tends to create positive boom in the market with it’s presence Appearance of the shop would be different then our competitor's to attract the costumers and to make them to recognize our brand as different and unique Each Sweet shop will have big colorful advertisement with the same colors as the menu, staff shirts and the ice-creams, in front of the stores will be big plastic ice-cream to attract customers to take a picture with it Each Sweet shop will contain sofas and comfortable big colorful pillow seats and a small ‘living room style’ table. All interior parts will be made from organic materials to contribute to the ‘green’ and natural atmosphere of the Dolce BIO.

28 6. Management Team and Company Structure
Lubica Belhadjova – president and founder of the company Michal Kriziak- Staff, Production, Distribution, Logistics, Emil Mazan- Customer relationship management, Sales and Marketing Anja Išek – Finance, HR, Interior designer

29 Management Team and Company Structure
Anja Išek 4 years of experience in finance by working for successful entrepreneurs and for the international telecommunication company T- mobile Croatia Familiar with the Taiwanese financial laws and regulations MBA degree, Bachelor in Business Economy in Finance Familiarity with finance from her little age (parents own a bookkeeping firm) Familiar with the latest trends in interior design industry

30 Management Team and Company Structure
Emil Mazan: More then 7 years of experience in customer relationship management, direct marketing and telesales by working for T-mobile Croatia. Proven record of sales, team management and customer retention Familiar with ” Taiwanese way of thinking” Dedicated to improve service and customer satisfaction Dedicated to increase sales and to create diverse model of marketing mix MBA degree, Master of Public Policy and management

31 Management Team and Company Structure
Lubica Belhadjova: Cross-cultural roots as well as university education Special interest in business strategy, green marketing and environmental protection Bachelor in Business Economics and Politics MBA degree

32 Management Team and Company Structure
Michal Kriziak: He has a 5 years experience in a hospitality industry. His education background is in economics and applied geographic information systems. He is currently studying GMBA in Taiwan.

33 Management Team and Company Structure
Lubica Belhadjova – president and founder of the firm Michal Kriziak - Staff, Production, Distribution, Logistics, Emil Mazan - Customer relationship management, Sales and Marketing Anja Išek – Finance, HR, Interior designer

34 Management Team and Company Structure
Advisers: Owners of similar sweet shops in Croatia and Slovakia: Have more then 2 decades of experience in the business Run their business over generations with the family Secret recipes and knowledge Responsible for staff training and education Advising the company with the selection of machines Owners of Taiwanese sweet shops or ice-cream shops More then 10 years in the business Advise how to adopt the product itself Advise which flavor we have to offer Advise where and when to buy the ingredients

35 Operations Plan General operations plan 1’st phase: LOCATION
find acceptable location near the campus or the university it has to be area very many students are passing, eating or just spending their day we believe that summer vacation would be the best time to find location, when students are going home and some businesses are closing as well Facility has to have m2 with the backroom of 30-40m2 for the production of the ice-cream and juices Preferably it has to have outdoor space for terrace and parking space for the scooters and bicycles

36 Operations Plan General operations plan
2’st phase: SELECTION AND PURCHASE OF A MACHINERY According to recopies of Italy sweet shop owners from Europe and advises for flavor variation of Taiwanese owner we have to define flavors of the products in order the set the menu Our advisors form Europe will advise us which type of machines, fridges and other equipment we have to buy and how to use them properly and efficient We would try to compare it with Taiwanese choice and selection of a machinery and try to notice and understand the differences

37 Operations Plan General operations plan
3’st phase: STAFF RECRUITING, EDUCATION AND TRAINING As we would intensively search for the location, we would also search for the young, cool workers willing to learn and to earn an extra money They have be students Able to speak English Have to be different then the others Have some prior experience by working in tea shop or restaurant They will be motivated by higher salaries and benefits of the work During their vacations they will be educated and trained how to make and produce fine rich flavor and bio ingredient ice-cream Process is easy, the key are ingredients and recipe Each member of management will be guided through training as well

38 Operations Plan Interior would be designed with carefully selected furniture which has to be green, healthy preferably produced with recycled material Special focus would be on the colors (staff shirts, menus, interior have to be the same color) We would try to include some plants or herbs which is not possible to see in Taiwanese coffee, tea or ice-cream shops Sweet shop has to have recognizable ”quote” logo statue in front to attract customers To finalize the operations plan we would carefully fulfill every term, rule or regulation to get the permit to work and do business legally and ethically.

39 Product Design and Development Plan
Development status and tasks From the beginning of the school year our sweet shop has to produce positive shock on the market, has to be recognized as different and new, also it has force people to talk about us and to recognize our value added We expect that positive grow in the beginning would rise much more then just exceed break even point It would be important to exceed break even point during the winter, at the time of coldest weather in Taiwan At that time we are planning the change the products, introduce flavors of the winter fruit in Taiwan to retain the customers

40 Product Design and Development Plan
Development status and tasks During the spring, after 6 months, we would evaluate our offer and change the flavors if needed We would also evaluate business model, business itself and financials Still we hope that our idea as the business is feasible and that changes in the business would not be necessary Our primary objective and the goal is to establish brand name and recognition of local community to maintain our business above break even point during the summer, period when students are going home

41 Product Design and Development Plan
Challenges and risks Introduce the products Convince people that we are different Establish the brand Maintain business successfull during the winter Retain the customers Achieve recognition of local comunity Keep business model feasible

42 Financial Projections
To finance the initial investment to support the business each member of management team will invest equal sum of money Sources of Capital Opening Inventory ice $ fruits 1.000 chocolate and nuts 500 additional flavors 100 other Total Inventory $ Owners' Investment Lubica Blehadova $ Michael Kriziak 10.000 Anja Išek Emil Mazan Total Investment $ Advertising and Promotional Expenses Advertising $ Printing 50 Shop Add 200 Total Advertising/Promotional Expenses $ Startup Expenses Capital Equipment List Furniture $ Equipment 7.500 Machinery 12.500 Other 1.000 Total Capital Equipment $ Other Expenses Permits $ Total Other Expenses Working Capital $ Location and Admin Expenses Rent & Related Costs $ Prepaid insurance 500 Pre-opening salaries 2.000 Other - Total Location and Admin Expenses $

43 Financial Projections
Summary Statement Sources of Capital Owners' and other investments $ Bank loans - Other loans Total Source of Funds Startup Expenses Capital equipment 31.000 Location/administration expenses 4.500 Opening inventory 1.800 Advertising/promotional expenses 250 Other expenses 2.000 Working capital 450 Total Startup Expenses

44 Financial Projections
Breakeven Analysis Cost Description Fixed Costs ($) Variable Costs (%) Variable Costs Cost of Goods Sold $ 1,0% Inventory $ 2,0% Raw Materials Direct Labor (Includes Payroll Taxes) $ Fixed Costs Salaries (includes payroll taxes) $ Supplies $ Repairs & maintenance $ Advertising $ Car, delivery and travel Accounting and legal Rent $ Telephone Utilities Insurance Depreciation $ Total Fixed Costs $ Total Variable Costs 6% Breakeven Sales level = $ 16521

45 Financial Projections
Cash Flow (12 months) Pre-Startup EST Sep.14 Oct.14 Nov.14 Dec.14 Jan.15 Feb.15 Mar.15 Apr.15 May 15 June 15 Jul 15 Aug. 15 Total Item EST Cash on Hand (beginning of month) 500 20.180 39.860 59.540 79.220 98.900 CASH RECEIPTS Cash Sales 31.000 TOTAL CASH RECEIPTS Total Cash Available (before cash out) 31.500 51.180 70.860 90.540 CASH PAID OUT Purchases (merchandise) 1.000 Gross wages (exact withdrawal) 4.000 Payroll expenses (taxes, etc.) 5.270 Supplies (office & oper.) 100 Repairs & maintenance Advertising 50 Car, delivery & travel Accounting & legal Rent Telephone Utilities Insurance Other (specify) SUBTOTAL 11.320 TOTAL CASH PAID OUT Cash Position (end of month)

46 Thank you for your attention!

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