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Smoothie Bar-celona Smoothie & Juice Bar Business Plan
Copyright © 2012 Smoothie Bar-celona. All Rights Reserved. Business Proposal Smoothie-bar, named Smoothie Bar-celona, selling a variety of mixed and instantly prepared, 100% natural fruit juices and Smoothies to take away. The target group is composed of health conscious consumers looking for convenient fast-food alternatives The healthy benefits and tastes of our juices are the core of our organization and will be transmitted through our efficient service.
Copyright © 2012 Smoothie Bar-celona. All Rights Reserved. The Business Vision To be perceived as the provider of the most delicious, convenient and healthy grab and go alternative in Barcelona. Mission To provide a healthy, tasty and refreshing experience with our 100% natural fruit juices and smoothies to take away. To serve and satisfy the nutrition needs of health conscious consumers through the high quality of our products. We contribute to make Barcelona a healthier city.
Copyright © 2012 Smoothie Bar-celona. All Rights Reserved. External Analysis Spain: A contraction of 3.2% in the GDP was forecasted for Unemployment rate rises 20% in the first quarter of Catalunya: GDP Catalunya is similar to those of Finland and Denmark and higher that Ireland. The GDP per capita 2009: 26,831 euros. (-7% vs 2008) Food and Beverage industry had an 11.06% of total production in the region. Average of 5 million visitors in Barcelona per year.
Copyright © 2012 Smoothie Bar-celona. All Rights Reserved. Industry Analysis Five forces: Smoothie industry is in a growing stage, with few players; differentiation is key.
Copyright © 2012 Smoothie Bar-celona. All Rights Reserved. External & Internal Analysis TOWS Matrix SW O Create a product to grab and go aligned with increasing healthy trend and convenience of time. Strategic location will increase sales with tourists in BCN. The shareholders/management will learn during 6 months the business and new employees require previous experience in the food industry. T Differentiation strategy and brand awareness will reduce the risk of threat of new competitors Management will establish long term agreements with suppliers and forecast average costs, to reduce effects of variations.
Copyright © 2012 Smoothie Bar-celona. All Rights Reserved. Secondary Research Consumer Trends: Constant growth rates of the juice market in Spain! Soft drink market in Spain will rise up to 9 billion euros Resilience of health products during the recession to customers´ desire to maintain their health / wellness habits while avoiding risky cheaper options Growing demand for easy health (convenience) in the shape of functional foods Widespread consumer interest in products positioned as health-boosting preventative care Health benefits are driving sales of functional foods and beverages value-added-products
Copyright © 2012 Smoothie Bar-celona. All Rights Reserved. Primary Research Survey Results (90 respondents) Positive attitude towards Smoothies / freshly made natural juices High demand – not saturated / growing market Accepted by the target group / health-conscious people perceived as healthy fast-food alternative (tourists and short- /long-term residents) Main reasons for not consuming: Doubts on quality / No confidence in cleanliness Too expensive Not available (in the variety that I would like them)
Copyright © 2012 Smoothie Bar-celona. All Rights Reserved. Target & Strategy Low Cost StrategyDifferentiation Mass Traditional consumers of drinks Coffee Beer Regular sodas Water Packed fruit juices Soft drinks Yogurt Niche People in the healthy living trend. Energetic drinks Light sodas Vitamins 100% Natural fruit juices to grab and go Smoothie Barcelonas customers are likely to be followers of a healthy type of lifestyle. Additionally and as a result of the scarce restrictions that the product has in terms of age, gender and benefits, a secondary will be the tourists that come to city and young professionals that are adopting new trends.
Copyright © 2012 Smoothie Bar-celona. All Rights Reserved. Positioning + Aligned with healthy trend - Aligned with healthy trend Smoothi e Bar- celona Expensive Smoothi e Bar- celona Cheap
Copyright © 2012 Smoothie Bar-celona. All Rights Reserved. Strategy Focused Differentiation Strategy Strategically increase the number of locations within a short time-frame, expanding the reach, making the products more available to the consumers. Take advantage of economies of scale Strong brand management In comparison to the first store, the following kiosks are small in size, investment and running costs, and are flexible and easy to set-up.
Copyright © 2012 Smoothie Bar-celona. All Rights Reserved. Competitive Advantage Excellent value-for-money we offer to our customers Superior product quality and positioning combined with a price lower than that of the competition Cost control and Economies of Scale Diversified menu Unique high traffic location Clear shaped image and brand experience aligned to healthy lifestyle concept
Copyright © 2012 Smoothie Bar-celona. All Rights Reserved. Promotion Brand proposition: Smoothie Barcelona is the most convenient, fresh and tasty option to nurture and energize your body and immune system at a reasonable price. Promotion: Sampling Flyers Bonus / Loyalty Cards Homepage SEM / SEO Newsletter Sweepstakes Alliances
Copyright © 2012 Smoothie Bar-celona. All Rights Reserved. Homepage
Copyright © 2012 Smoothie Bar-celona. All Rights Reserved. Operations Value chain: Reception, storage and quality control of fruits and other raw materials Inbound logistics Preparation of Smoothies Packaging Maintenance of facilities Sales Procurement Human Resources Reception, storage and quality control of fruits and other raw materials Preparation of Smoothies. Packaging. Maintenance of facilities. Marketing Customer Service Procurement Accounting & Finance Human Resources Operations
Copyright © 2012 Smoothie Bar-celona. All Rights Reserved. Initial Investments The main investment required to start the business is composed by the following aspects: 2 nd Store: rd Store:
Copyright © 2012 Smoothie Bar-celona. All Rights Reserved. Operations Processes / Diagram path
Copyright © 2012 Smoothie Bar-celona. All Rights Reserved. Operations Project Management
Copyright © 2012 Smoothie Bar-celona. All Rights Reserved. Human Resources Strategy / Organizational structure HR seen as an important strategic factor Employees are considered the most important asset They will be a key to success through their commitment and attitude to the customer satisfaction. SB will attract and hire the best applicants, and provide the best work environment Main motivational factor: belongingness to an entrepreneurship business with a high projection for growth The main values on which Smoothie Bar-celona is build on are: customer orientation, friendliness, dynamism and integrity
Copyright © 2012 Smoothie Bar-celona. All Rights Reserved. Organizational Structure Months 1-6: Shareholders will also work in the operation activities of the business After 6th month: Incorporation of a General Manager plus two assistants After two years: Incorporation of a Assistant Manager plus one Assistant for the second kiosk.
Copyright © 2012 Smoothie Bar-celona. All Rights Reserved. Financial Plan Capital Structure First store: Initial investment 41,780 Working Capital 28,220 Monthly Loan Payments 1, Loan for 2nd store 32,000 Annuity for 3rd store
Copyright © 2012 Smoothie Bar-celona. All Rights Reserved. Break-even Analysis Contribution margin: 2,75 To reach a positive cash flow in a yearly basis, Smoothie Bar- celona has to sell at least units or
Copyright © 2012 Smoothie Bar-celona. All Rights Reserved. Financial Plan Sales Forecast 1 store + 1 kiosk 1 store 1 store + 2 kiosk
Copyright © 2012 Smoothie Bar-celona. All Rights Reserved. Profit and Loss Accounts
Copyright © 2012 Smoothie Bar-celona. All Rights Reserved. Risk Analysis Project Valuation The valuation indicates that the project is economically feasible Develop a Contingency plan
Copyright © 2012 Smoothie Bar-celona. All Rights Reserved. Ratio Analysis Financial ability to pay its short term debts. Big part of the liabilities that are accounted at the end of each year is assign to the concept of dividends payables. The assets are more productive every year. The business is generating enough profits to finance its own expansion
Copyright © 2012 Smoothie Bar-celona. All Rights Reserved. Financial Plan Contingency Plan Lower Sales Levels Increase Promotion / Reduce Price Unavailability / Decreased quality of fruits continuous sourcing & menu variation Sales higher than expectation accelerated growth Exit Strategy Sale of business / Liquidation of assets
Copyright © 2012 Smoothie Bar-celona. All Rights Reserved. Questions & Comments Smoothie Bar-celona © Smoothie Bar-celona ©
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