Presentation on theme: "Dolce BIO 甜甜的冰淇淋 Team CS: Emil MA1N0211 Anja MA1N0206 Lubica MA1N0212"— Presentation transcript:
1Dolce BIO 甜甜的冰淇淋 Team CS: Emil MA1N0211 Anja MA1N0206 Lubica MA1N0212 Southern Taiwan University of Science and TechnologyEntrepreneurship & Innovation, GMBADolce BIO甜甜的冰淇淋Team CS:Emil MA1N0211 Anja MA1N0206 Lubica MA1N0212Michal MA1N0218
2Table of Concept Executive Summary Company Description Industry AnalysisMarket AnalysisMarketing PlanManagement Team and Company StructureOperations PlanProduct Design and Development PlanFinancial Projections
31. Executive summaryDolce 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.
42. Company DescriptionCompany Dolce BIO is going to start its business in Tainan, TaiwanLocation 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
52. 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 strategyUniqueness in the marketCreative, young, highly educated managers’ team
61% Dolce BIO 4 Trees 2.2 Mission Statement To always make customers smileBy serving the finest they’ve ever triedKeeping customers happy and satisfiedin environment organically designed1% Dolce BIO Trees
82.3 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 peopleThe ice cream will be sold through small-size attractively looking dessert restaurantsIn 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
92.3 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
102.4 Current statusThe company is currently in a status of obtaining financial sources for it’s beginning stageThe business plan is feasible: various business analysis were executed
11Industry 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:fragmentedgrowingnot crowded
12Porter’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…)
13Porter’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.
14Porter’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.
15Porter’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.
16Porter’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.
17Porter’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.
19Industry trendsCurrently 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.
20Market AnalysisBuyer 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
21Competitor analysisOur 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.
22Competitor 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.
23Market 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.
24Bio organic ice cream and juices Weakness Opportunitiess 5. Marketing planSWOTStrengthsBio organic ice cream and juicesHealthy products with rich flavorUnmatured marketProduct of ItalyInexpensive priceGood locationWeaknessNot recognized brandTarget market is a population with lower incomeHigher fixed costComplex staff trainingOther competitors in the areaOpportunitiessLower price then competitor’sMatured market of key ingredientsWarm weather for almost whole year, wide range of flavorsThreatsPotential difficulties to find perfect locationSeasonality-cold weather for 2 monthsLower market demand during the vacationsSeasonality of ingredientsChallenge to produce inexpensive ice cream with expensive ingredients
255. Marketing plan - 4P, Target Market Price40 to 100 NTD per one full scoop of a luscious ice cream, juices from NTDPlaceNear University Campus of STUT and Cheng KungProductIce cream which contains fresh organic fruit and pieces of a quality chocolate or nuts, fresh fruit juicePromotionUniversity Campus, Facebook, Twitter, FlyersTarget customers are students and people who live around the universities (children and scholars who will stimulate their parents to taste our product)
265. Marketing plan Acquire New Visitors (Cheap & Easy) Social Media (Facebook, Twitter)Collect Addresses to introduce offerMembership cards with loyalty program and special offer for membersFlyersLaunch a Blog (eventually)
275. Marketing plan Overall marketing strategy Dolce BIO Ice Cream tends to create positive boom in the market with it’s presenceAppearance 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 uniqueEach 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 itEach 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.
286. Management Team and Company Structure Lubica Belhadjova – president and founder of the companyMichal Kriziak- Staff, Production, Distribution, Logistics,Emil Mazan- Customer relationship management, Sales and MarketingAnja Išek – Finance, HR, Interior designer
29Management Team and Company Structure Anja Išek4 years of experience in finance by working for successful entrepreneurs and for the international telecommunication company T- mobile CroatiaFamiliar with the Taiwanese financial laws and regulationsMBA degree, Bachelor in Business Economy in FinanceFamiliarity with finance from her little age (parents own a bookkeeping firm)Familiar with the latest trends in interior design industry
30Management 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 retentionFamiliar with ” Taiwanese way of thinking”Dedicated to improve service and customer satisfactionDedicated to increase sales and to create diverse model of marketing mixMBA degree, Master of Public Policy and management
31Management Team and Company Structure Lubica Belhadjova:Cross-cultural roots as well as university education Special interest in business strategy, green marketing and environmental protectionBachelor in Business Economics and PoliticsMBA degree
32Management 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.
33Management Team and Company Structure Lubica Belhadjova – president and founder of the firmMichal Kriziak - Staff, Production, Distribution, Logistics,Emil Mazan - Customer relationship management, Sales and MarketingAnja Išek – Finance, HR, Interior designer
34Management Team and Company Structure Advisers:Owners of similar sweet shops in Croatia and Slovakia:Have more then 2 decades of experience in the businessRun their business over generations with the familySecret recipes and knowledgeResponsible for staff training and educationAdvising the company with the selection of machinesOwners of Taiwanese sweet shops or ice-cream shopsMore then 10 years in the businessAdvise how to adopt the product itselfAdvise which flavor we have to offerAdvise where and when to buy the ingredients
35Operations Plan General operations plan 1’st phase: LOCATION find acceptable location near the campus or the universityit has to be area very many students are passing, eating or just spending their daywe believe that summer vacation would be the best time to find location, when students are going home and some businesses are closing as wellFacility has to have m2 with the backroom of 30-40m2 for the production of the ice-cream and juicesPreferably it has to have outdoor space for terrace and parking space for the scooters and bicycles
36Operations Plan General operations plan 2’st phase: SELECTION AND PURCHASE OF A MACHINERYAccording 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 menuOur 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 efficientWe would try to compare it with Taiwanese choice and selection of a machinery and try to notice and understand the differences
37Operations Plan General operations plan 3’st phase: STAFF RECRUITING, EDUCATION AND TRAININGAs we would intensively search for the location, we would also search for the young, cool workers willing to learn and to earn an extra moneyThey have be studentsAble to speak EnglishHave to be different then the othersHave some prior experience by working in tea shop or restaurantThey will be motivated by higher salaries and benefits of the workDuring their vacations they will be educated and trained how to make and produce fine rich flavor and bio ingredient ice-creamProcess is easy, the key are ingredients and recipeEach member of management will be guided through training as well
38Operations PlanInterior would be designed with carefully selected furniture which has to be green, healthy preferably produced with recycled materialSpecial 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 shopsSweet shop has to have recognizable ”quote” logo statue in front to attract customersTo 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.
39Product Design and Development Plan Development status and tasksFrom 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 addedWe expect that positive grow in the beginning would rise much more then just exceed break even pointIt would be important to exceed break even point during the winter, at the time of coldest weather in TaiwanAt that time we are planning the change the products, introduce flavors of the winter fruit in Taiwan to retain the customers
40Product Design and Development Plan Development status and tasksDuring the spring, after 6 months, we would evaluate our offer and change the flavors if neededWe would also evaluate business model, business itself and financialsStill we hope that our idea as the business is feasible and that changes in the business would not be necessaryOur 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
41Product Design and Development Plan Challenges and risksIntroduce the productsConvince people that we are differentEstablish the brandMaintain business successfull during the winterRetain the customersAchieve recognition of local comunityKeep business model feasible
42Financial Projections To finance the initial investment to support the business each member of management team will invest equal sum of moneySources of CapitalOpening Inventoryice$fruits1.000chocolate and nuts500additional flavors100otherTotal Inventory$Owners' InvestmentLubica Blehadova$Michael Kriziak10.000Anja IšekEmil MazanTotal Investment$Advertising and Promotional ExpensesAdvertising$Printing50Shop Add200Total Advertising/Promotional Expenses$Startup ExpensesCapital Equipment ListFurniture$Equipment7.500Machinery12.500Other1.000Total Capital Equipment$Other ExpensesPermits$Total Other ExpensesWorking Capital$Location and Admin ExpensesRent & Related Costs$Prepaid insurance500Pre-opening salaries2.000Other-Total Location and Admin Expenses$
43Financial Projections Summary StatementSources of CapitalOwners' and other investments$Bank loans-Other loansTotal Source of FundsStartup ExpensesCapital equipment31.000Location/administration expenses4.500Opening inventory1.800Advertising/promotional expenses250Other expenses2.000Working capital450Total Startup Expenses