Made in Heaven Pastries Vanessa Marie Machin 11 th Grade 16 years old

Business Profile  I selected to do a home-based pastry business that specializes in Coquito because this is a dessert that is a part of the Puerto Rican culture, but can barely be found here in Connecticut.  Type of Business Retail I will provide my customers with a reasonable quantity of tasty Puerto Rican desserts at a logical price.  Legal Structure Sole Proprietorship A sole proprietorship is best for my online business because I’ll be fully responsible for anything and everything that happens. 1

Opportunity  Opportunity Flavors remind you of the island Difficult to find in the United States Migration of Puerto Ricans has increased in Connecticut- about 41% of Greater Hartford is Hispanic  Qualifications 5 in Math for CAPT 4 th generation with secret Coquito family recipe Received an Official Statement from Governor M. Jodi Rell Placed 3 rd in the first round of Marketing Plan Competition 2

Consumer Profile  By Location › Home-based business with an informational website Targeting the local area  By Population › Greater Hartford Region  By Personality › Customers who like ethnic treats or are experimental  By Behavior › Purchase treats occasionally for special events  By Income › $20,000+ 3

Competition Competitive Advantage Rich with flavor and natural spices Local Location Unbeatable Prices Customized to your desire CompetitorPriceQuality Greatest Strength Greatest Weakness Garelick $15 for ½ Gallon GoodSold in local supermarkets It’s Eggnog; not Coquito No “Spanish” kick La Conquista Fajardo, PR $7 for 1 wine glass ($89.60 for 2 Liter) GreatVariety of FlavorsAlcohol is always included Antojitos y Algo Mas Caguas, PR $4 for 1 wine glass ($51.20 for 2 Liter) SatisfactoryA lot of customersToo watery 4

Marketing Mix  Price:  $13- represents the cost of materials as well as an equal amount of profit and it is competition to others selling same product  Place:  Greater Hartford Region- About 41% of Greater Hartford residents are Hispanic  Product:  Homemade Coquito sold at logical prices and in reasonable quantities for consumers to enjoy at special family/friend events  Promotion:  Word of Mouth, Business website, Ads on local newspaper- $5/week, Business Cards $10/500 cards, Taste Testing $5/week 5

Marketing Plan PhaseMethodDescriptionCost AwarenessWord of Mouth Informational Website Business Cards Flyers I will pass out flyers in Spanish restaurants located in Greater Hartford. $10/500 cards $1/100 copies PurchaseNeighborhood Events Local newspaper ads Taste Testing I’ll get involved with the community by providing them with taste testing at local neighborhood events. $5/1 week RetentionTaste Branding Market Research I’ll make sure my customers always come back by the taste and the branding of my products. I have also conducted a market research survey to learn more about what’s best for my customers. Guaranteed 6

Cost of Materials/Direct Labor Definition of One UnitOne 2 Liter Bottle of Coquito Cost of Sales Per Unit Direct Labor (Labor Cost per Hour) Time (in hours) to make 1 unit Direct Labor Cost Per Unit $ or 15 minutes$1.91 Total Direct Labor Per Unit$1.91 Material DescriptionCost/Total QuantityCost Per Unit ($) One 2 Liter Bottle of Coquito Secret Recipe 4.08/14.08 Label for Container1.00/ Container1Provided by Customer Total Material Cost Per Unit$4.10 Variable Costs Per Unit$0.00 Cost of Sales Per Unit$6.01 8

Economics of 1 Unit Definition of One UnitOne 2 Liter Bottle of Coquito Selling Price per Unit$ Direct Labor Per Unit$ 1.91 Materials Per Unit $ 4.10 Total COGS Per Unit$ 6.01 Variable Costs Per Unit N/A Total Cost of Sales$ 4.10 Gross Profit Per Unit$

Time Management Plan Business Schedule for a Typical Week Entrepreneurship35 School Hours50 Sleep40 Free-Time Hours43 10

Average Monthly Fixed Costs Type of Fixed CostMonthly Cost Entrepreneurial Stipend$20.00 Utilitiesn/a Salaries of employees$0.00 Advertising$11.00 Insurance$50.00 Interest$5.00 Rent (utilities included) $40.00 Depreciation (ginger pot, mixing pot, spoon mixer, can opener, stove, refrigerator, dishwasher) $2.11 Total Monthly Fixed Costs$

Monthly Sales Projections MonthUnits Sold January400 February380 March355 April300 May275 June200 July160 August150 September150 October200 November450 December470 Total = 3,490 Monthly Break- Even Units 18 13

Selling Price Per Unit$ # of Units Sold 3,490 Total Sales$45, Total COGS$24, Other Variable Costs$0.00 Total Variable Costs$ 24, Gross Profit$20, USAIIRD$1, Other Costs/Unforeseen$ Total Fixed Costs$2, Profit before Taxes$ 18, Less Estimated 4, Net Profit$14, Projected Yearly Income Statement 14

Start-up Investment Entrepreneurial hours needed for start-up Wage I pay myselfTotal start-up time investment ( 2$ 7.65/hr$15.30 ItemWhere I will buy this?Cost of Item StoveSearsAlready Owned RefrigeratorSearsAlready Owned DishwasherSearsAlready Owned Kitchen UtensilsTargetAlready Owned Startup IngredientsBJ’s$40.00 CASH RESERVE covering 3 months of fixed costs $ Estimated TOTAL START-UP INVESTMENT $

Return On Investment Return on Investment (ROI) $ 14, / X 100 = 3,271% 3,271% For every $1 dollar invested, my business earned : $

Social Responsibility Plan  My business will donate 6% of my annual profit to the Connecticut Humane Society.  Consumers will be aware of this by a label on all products stating that their generosity is appreciated. It will also be stated on the business website and my business cards. 17

Business & Educational Goals Business  To get a business license within the first 6 months  To expand my target market and open my first local pastry shop in 2 years  Break even in the first 6 months Educational  To finish high school with Honors and attend Columbia University  To have a Bachelor’s degree within six years after graduation in Psychology and Journalism and maintain in school for my Doctor’s degree 18

Thank you for your consideration of Made In Heaven Pastries 19 Please don’t hesitate to visit my website at: Every Bite Is A Taste Of Heaven