1. travel
2. specialty travel
3. vineyards

[NAME OF WINERY]
BUSINESS PLAN
[date business plan issued]
Contact: [name], CEO [or President]
[address]
[phone no. & fax no.]
[email]
[web site]
The information contained in this business plan is confidential and proprietary to [NAME OF WINERY]
(the “Winery”) and is intended only for the persons to whom it is transmitted by the Winery or its
representatives. Any reproduction of this document, in whole or in part, or the divulgence of any of its
contents without the prior written consent of the Winery, is prohibited.
This is a business plan. It does not imply and shall not be construed as an offering of securities. Persons
interested in pursuing an investment should contact their professional advisors.
Business Plan Copy No. _______
Confidentiality Agreement
The undersigned reader acknowledges that the information provided by [NAME OF
WINERY] in this business plan is confidential. Therefore, the undersigned reader agrees
not to disclose any of such information without the express written permission of
[NAME OF WINERY].
It is hereby acknowledged by the undersigned that the information to be furnished in
this business plan is in all respects confidential in nature (other than such information
which is already in the public domain through other means) and that any disclosure or
use of same by the undersigned may cause serious harm or damage to [NAME OF
WINERY].
Upon request, this document is to be immediately returned to [NAME OF WINERY].
Signature
Print Name
Date
- ii -
TABLE OF CONTENTS
Confidentiality Agreement ............................................................................................................................................. i
EXECUTIVE SUMMARY ............................................................................................................................................... 1
I.
DESCRIPTION OF THE BUSINESS ........................................................................................................... 2
1.1
Background ............................................................................................................................................. 2
1.2
Structure .................................................................................................................................................. 2
1.3
Outside Consultants & Professional Advisors...................................................................................... 2
II.
BUSINESS OBJECTIVES ................................................................................................................................ 3
2.1
Goals & Objectives................................................................................................................................. 3
2.2
Mission Statement .................................................................................................................................. 3
2.3
Factors for Success ................................................................................................................................. 3
2.4
Risk Factors............................................................................................................................................. 3
III.
PLAN OF OPERATIONS ................................................................................................................................ 5
3.1
Red Wine Making................................................................................................................................... 5
3.2
White Wine Making ............................................................................................................................... 5
3.3
Sales and Distribution............................................................................................................................. 5
IV.
DESCRIPTION OF PRODUCTS & SERVICES ........................................................................................ 6
4.1
Products ................................................................................................................................................... 6
4.2
Packaging ................................................................................................................................................ 6
4.3
Additional Products ................................................................................................................................ 7
V.
MARKET ANALYSIS & MARKETING PLAN......................................................................................... 8
5.1
Industry Analysis .................................................................................................................................... 8
5.2
Target Markets ........................................................................................................................................ 9
5.3
Competitors ............................................................................................................................................. 9
5.4
Competitive Edge ................................................................................................................................. 10
5.5
Marketing Objectives ........................................................................................................................... 10
5.6
Marketing Strategy ............................................................................................................................... 10
5.7
Marketing Budget ................................................................................................................................. 11
5.8
Distribution Strategy ............................................................................................................................ 11
5.9
Pricing Strategy..................................................................................................................................... 12
VI.
MANAGEMENT & PERSONNEL.............................................................................................................. 13
6.1
Management Team ............................................................................................................................... 13
6.2
Personnel Requirements ....................................................................................................................... 13
VII.
FINANCIAL PLAN ......................................................................................................................................... 15
7.1
Projected Revenues............................................................................................................................... 15
7.2
Projected Capital Asset Purchases....................................................................................................... 15
7.3
Projected Start-up Costs ....................................................................................................................... 15
7.4
Projected Operating Expenses ............................................................................................................. 16
7.5
Projected Income Statement................................................................................................................. 16
7.6
Projected Balance Sheet ....................................................................................................................... 17
7.7
Projected Cash Flow Statement ........................................................................................................... 18
7.8
Assumptions.......................................................................................................................................... 19
7.9
Break Even Analysis ............................................................................................................................ 20
7.10
Use of Funds ......................................................................................................................................... 20
7.11
Sensitivity Analysis .............................................................................................................................. 20
APPENDIX “A” [support documents] ...................................................................................................................... 21
[NAME OF WINERY]
BUSINESS PLAN
EXECUTIVE SUMMARY
(NOTE: The Executive Summary is the section of the business plan in which you give an overview of the business, its
present status and future direction, and highlight the key points and the purpose of your business plan. This section
should be written after the rest of the business plan, and should not exceed 3 pages in length - that’s why it’s called a
“summary”.)
The proposed premium winery (the “Winery”) will be located in ______________________. Annual
production will begin at _______ cases in the first year and increase to _________ cases by Year 5. The
winery will produce the following varieties: ___________________________________ [list].
The majority of the wine produced will initially be sold out of the tasting room, but as production
increases, the Winery will add other distribution channels, such as high-end restaurants and wine shops,
to reach its customers.
The key to the Winery’s success will be its high quality wines. Research shows that consumers are
drinking more expensive, higher quality wines, and the Winery will capitalize on these consumption
trends.
[Set out the items that will differentiate the winery from its competition.]
The Winery will require a total of $_________________ over the next ______ years. These funds will be
used to purchase a ___-acre parcel of vineyard land in the _________ area, and to build the winery and
tasting room, purchase the necessary equipment, and cover annual operating expenses for the first ___
year(s). A more detailed breakdown of the disposition of funds is provided in the financial section.
-2-
I.
DESCRIPTION OF THE BUSINESS
(NOTE: Use this section to describe the history, structure, purpose, operations, etc. of the business. If you are
starting up a new company, describe the proposed structure, and set out the reasons for starting up the business.)
1.1
Background
________________________, the principals of the business, have been involved in the winemaking
industry for ______ years, having been previously employed by ______________________. They now wish
to carry out their dream of owning and operating their own small premium winery.
The Winery will be located in the ______________ region, which currently boasts a number of wineries.
However, none of these focuses exclusively on _______________ [name your products].
The Winery is currently in the developmental stages, but the initial production plans and growth
strategies have been prepared. The Winery will produce ________________________ [list products] from
vineyards located throughout the ___________ region. Production will begin at about _____ cases and
increase to ________ cases by Year 5.
1.2
Structure
The business has been set up as a Limited Liability Company (“LLC”). An LLC was selected because of
its liability protection, flexibility, and favorable tax treatment. An LLC structure also protects its owners
from being held personally responsible for the business’ liabilities. The most an investor can lose is his or
her investment in the business.
1.3
Outside Consultants & Professional Advisors
At present, no outside consultants or professional advisors have been retained. [if outside consultants have
been retained, list them and their credentials:] The Winery’s outside consultants and professional advisors
provide tremendous input and support to enable management to make well-informed, creative and
appropriate decisions:
[Give brief resume of lawyer, accountant, architect, space planner, etc.]
-3-
II.
BUSINESS OBJECTIVES
(NOTE: This section sets out the corporate objectives, mission statement, current phase of your business, and the
Winery’s goals and objectives for future growth.)
2.1
Goals & Objectives
[In this section, set out the Winery’s goals (desired achievements / sales levels / etc) and objectives (steps necessary
in order to reach the goals).]
The Winery has developed the following strategic goals:
•
•
•
•
revenues of $______________ by the end of Year 1, and $_____________ by the end of
Year 3 of the Plan;
gross margin of at least ____%;
positive net worth by the end of Year ___;
[other]
In order to attain the above goals, the Winery will carry out the following specific objectives: [list objectives
and dates by which they will be accomplished in order to reach the stated goals]
Objective
Obtain the permits necessary for commercial wine production
Hire a lawyer to help with the application process with BATF and
SLA
Submit application paperwork
[list other objectives and target dates]
2.2
Target Date
Mission Statement
{This is where you will describe the Winery’s vision (where the business is heading) and mission statement (how
business will be conducted).]
It is the mission of the Winery to produce the highest quality _________ wines in the region. The winery
will provide an enjoyable lifestyle and adequate standard of living for both the owners and the
employees. In carrying out our day-to-day business operations, we strive to:
•
•
•
2.3
treat our employees with fairness and respect, and create an enjoyable working
atmosphere that inspires loyalty and dedication;
follow the philosophy that our customers are our first priority, and ensure that all of our
personnel are well-trained in providing reliable, timely and efficient customer service;
be considered as a responsible business leader in the community.
Factors for Success
Factors which can help assure the Winery’s success can be defined as follows: [list]
•
•
•
•
2.4
maintaining the highest level of customer loyalty through superior quality of our
products;
keeping costs in line while still ensuring that we deliver maximum value to our
customers;
partnering with key stakeholders to yield additional revenue with minimal cost;
[list other success factors you feel will ensure the longevity of the business]
Risk Factors
The Winery has identified the following risk factors which could hamper its success:
•
problems generating visibility and product positioning;
-4-
•
•
•
•
overly aggressive and debilitating actions by competitors;
changes in consumer buying trends;
changes in federal or state/provincial legislation applicable to the industry;
[include any other risk factors]
Worst case scenarios would include:
•
•
•
determining that the business cannot support itself on an ongoing basis;
having to liquidate capital assets to cover liabilities;
[include any other “worst case” situations]
-5-
III.
PLAN OF OPERATIONS
The Winery will purchase grapes from the best vineyards in the region. The grapes will be transported to
the Winery via flatbed trailers and the grape growers will pay for harvesting and transportation charges,
as is customary in the industry.
3.1
Red Wine Making
Hand harvested grapes will be removed from the flatbed trailer with a forklift and the grape bins will be
dumped onto the sort table with a conveyor. The grapes will then move along the conveyer, where
workers will remove any rotten or unripe grapes. The grapes will then go into the crusher/destemmer on
top of the stainless steel fermentation vat.
The red grapes ferment for about 14 days in the open-top fermentation vats. Once fermentation is
complete, the free run wine will be pumped out of the tanks and placed into oak barrels for aging. The
must will be pumped into the press, and the pressed wine will then be pumped into French oak barrels
for aging. The wines will age in barrel for about 12 months and will probably be racked twice. They are
then pumped out of barrel, filtered and run through the bottling line. There the wine will be bottled,
corked, labeled, and capsuled. Workers will take the finished wine off at the end of the bottling line and
place it in cases, where it will age another six months prior to release. The wine is then sold 18 months
after harvest.
3.2
White Wine Making
Chardonnay is made in a similar fashion to red wine, except that after pressing, the juice flows into a
settling tank where it is left to settle overnight. The juice is then pumped off into barrels to ferment. The
must is pumped out of the tank and pressed, and the pressed wine is pumped into barrels to ferment. The
wine ages for 12 months and is then bottled in similar fashion to the red varietals. The Chardonnay is
then sold 18 months after harvest.
Riesling is made in a similar fashion, except that after pressing, the wine is fermented and aged in
stainless steel tanks instead of oak barrels. Riesling is only aged for 6 months in the tanks, and then
bottled. The wine ages another 6 months in bottles and is then sold, 12 months after harvest.
3.3
Sales and Distribution
Most sales take place in the tasting room, therefore distribution is not a major consideration. The wine is
aged in the winery and is brought into the tasting room, as needed, when it is ready for sale.
In the ___ year of operations, the principals intend to sell about ___% of the wine to local restaurants, and
the following year, an additional ______% of wine will be sold through high-end wine shops in the area.
A full-time marketing and sales coordinator will be hired in Year ___ to handle the sale and distribution
through these external outlets.
-6-
IV.
DESCRIPTION OF PRODUCTS & SERVICES
(NOTE: In this section, describe your current products and services, the unique features, prices, etc that you offer,
current and future R&D plans, enhancements, production and distribution strategies. Include data on proprietary
processes, patents, copyrights, etc, which make your products unique.)
4.1
Products
The Winery will produce high quality premium red and white wines. The final product mix will include
the following: ____________________ [list]. All of these varieties are well suited for the climate of the
______ region.
It was determined that production volumes in Year 1 will start at _____ cases and increase as the Winery
builds its reputation and customer base. However, in order to preserve its small winery status,
production will peak at _________ cases in Year 5.
Annual Case Production Volumes
Variety
Year 1
Year 2
Year 3
Year 4
Year 5+
Total Wine Production
The Winery will produce a “first label” or “reserve” wine and a “second label” for each varietal. Higher
quality wines are set aside for the first label. The marketing plan stipulates that ____% of the wine will be
set aside for the first label and the remaining ____% will be bottled under the second label. This two-label
strategy will enable the Winery to market lower quality wines under the second label without bringing
down the first label’s reputation for quality.
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