Smoothie Bar-celona Smoothie & Juice Bar Business Plan 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. Industry Analysis Five forces: • Smoothie industry is in a growing stage, with few players; differentiation is key. Potential Entrants High Suppliers Low Moderate Competitor Rivalry Buyers Moderate High Substitutes 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 • “Smoothie Barcelona’s 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”. Low Cost Strategy Differentiation Coffee Beer Regular sodas Water Packed fruit juices Soft drinks Yogurt Energetic drinks Light sodas Vitamins 100% Natural fruit juices to grab and go Mass “Traditional consumers of drinks” Niche “People in the healthy living trend.” Copyright © 2012 Smoothie Bar-celona. All Rights Reserved. Positioning + Aligned with healthy trend Smoothi e Barcelona Cheap Expensive - Aligned with healthy trend 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 www. .com Copyright © 2012 Smoothie Bar-celona. All Rights Reserved. Operations Value chain: Human Human Resources Resources Accounting & Finance Procurement Procurement Reception, storage and quality control of fruits and other raw materials Inbound logistics Preparation Preparation of of Smoothies. Smoothies Packaging Packaging. Maintenance of facilities Maintenance of facilities. Operations Marketing Customer Service Sales Copyright © 2012 Smoothie Bar-celona. All Rights Reserved. Initial Investments • The main investment required to start the business is composed by the following aspects: Item Licenses & Legal Store remodeling and installation costs Operation and management equipment Consulting Marketing Other Total Cost € 8,000 12,000 6,780 3,000 9,000 3,000 41,780 • 2nd Store: 31.787 € • 3rd Store: 34.966 € Copyright © 2012 Smoothie Bar-celona. All Rights Reserved. Operations • Processes / Diagram path Production Area Frozen Raw Materials Storage of cleaning and safety materials Cleaning area STORAGE AREA 5m Finish Products area Customer area / Bar customer Storage of complementary products 5m Production process path Path for storage fof cleaning and safety materials path Path for storage of inputs and raw materials Storage of raw materials 3m Storage Transport Operation Inspection Copyright © 2012 Smoothie Bar-celona. All Rights Reserved. Operations Start-up Smoothie Bar-celona Critical Path • Project Management 35 56 56 5 35 70 70 6 56 77 77 13 56 70 70 98 98 14 77 77 98 35 112 15 98 112 56 19 77 35 14 28 49 70 70 49 49 9 7 21 49 56 10 16 84 7 7 1 0 14 14 2 7 7 28 28 3 14 112 35 35 0 98 91 14 28 98 35 98 56 63 18 105 56 11 35 84 14 56 105 112 112 35 4 28 56 17 63 112 12 105 105 112 42 8 84 112 Item CPN: 1, 2, 3, 4, 5, 6, 13, 14, 15, 20 Activity 1 Invest the shareholderes equity to create the business 2 Register the Company "Smoothie Bar-celona" 3 Research for a bank loan 4 Get a loan (sign contract with the bank) 5 Evaluate and select location for store 6 Rent of the selected location 13 Obtain construction license 14 Execution of construction and remodeling stage All Copyright © 2012 Smoothie Bar-celona. 15 Installation of equipment and furniture 20 Opening Day 119 20 Time Rights (days) 7 7 14 7 21 14 7 21 Reserved. 14 7 119 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 Share holders General Manager Assistant 2 Assistant 1 Shareholders • After two years: Incorporation of a Assistant Manager plus one Assistant for the second kiosk. General Manager Store 2 Coordinator Store 2 Assistant 1 Copyright © 2012 Smoothie Bar-celona. All Rights Reserved. Store 1 Assistant 1 Store 1 Assistant 2 Financial Plan • Capital Structure First store: Initial investment 41,780€ Working Capital 28,220€ Smoothie Bar-celona Capital Structure Loan 57% 40,000 € Monthly Loan Payments 1,216.88€ Equity 43% 30,000 € Capital Structure Amount € María del Carmen Matías 10,000 Christian Höller 10,000 Luis Fernando Recio 10,000 Bank Loan 40,000 Total 70,000 % 14% 14% 14% 57% 100% Loan for 2nd store 32,000€ Annuity for 3rd store Copyright © 2012 Smoothie Bar-celona. All Rights Reserved. Break-even Analysis Cash Break - Even 180,000 160,000 140,000 Euros 120,000 100,000 80,000 60,000 40,000 20,000 0 10,000 20,000 Gross Profit 30,000 40,000 Units Sold 50,000 60,000 Fixed Costs • Contribution margin: 2,75 € • To reach a positive cash flow in a yearly basis, Smoothie Barcelona has to sell at least 37.634 units or 131.718€ Copyright © 2012 Smoothie Bar-celona. All Rights Reserved. Financial Plan Sales Forecast 80,000 70,000 Sales Forecast Smoothie Bar-celona 60,000 50,000 40,000 30,000 20,000 Copyright © 2012 Smoothie Bar-celona. All Rights Reserved. nov-15 sep-15 jul-15 may-15 mar-15 ene-15 nov-14 sep-14 jul-14 may-14 mar-14 ene-14 nov-13 sep-13 may-13 mar-13 ene-13 nov-12 sep-12 jul-12 may-12 mar-12 ene-12 nov-11 sep-11 jul-11 may-11 mar-11 ene-11 0 1 store + 2 kiosk 1 store + 1 kiosk 1 store jul-13 10,000 Profit and Loss Accounts Smoothie Bar-celona Net Profit & Dividends 200,000 150,000 100,000 Net Profit 88,471 50,000 0 1,791 9,087 Dividends 40,286 0 2011 2012 2013 2014 2015 (50,000) Net Profit % of Sales 2011 (5,859) -4.5% 2012 3,582 2.5% 2013 18,173 6.8% 2014 80,572 20.4% Copyright © 2012 Smoothie Bar-celona. All Rights Reserved. 2015 176,943 26.3% Risk Analysis Project Valuation Net Present Value € Internal Rate of Return Profitability Index Investment Recovery Time Realistic 72,375 25.50% 173.23% 4.1 Years Scenarios Optimistic 241,355 58.60% 577.68% 2.8 Years Pessimistic -74,244 -11.78% -177.70% > 5 Years • The valuation indicates that the project is economically feasible • Develop a Contingency plan Copyright © 2012 Smoothie Bar-celona. All Rights Reserved. Ratio Analysis Financial Ratio Analysis 2011 Short - term liquidity Working Capital Long - term credit risk Debt Ratio Profitability Return on assets Return on equity 14,173 2012 2013 7,216 - 10,771 2014 3,913 2015 93,093 0.53 0.64 0.46 0.40 0.37 -0.12 -0.20 0.09 0.12 0.43 0.61 0.91 2.69 0.97 5.90 • 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. Questions & Comments Copyright © 2012 Smoothie Bar-celona. All Rights Reserved.
© Copyright 2024