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Business
Plan
Berry Ali Gaiani Elena Pizzeghello Matteo
Silvestri Gianmarco Torin Francesca Vicari Denise
2
Fill a gap in the market place
Offer healthy meals to students and workers
Business idea
• Affordabile• Customized• Fresh ingredients• Friendly environment
Business Description
4
Value Proposition
Products:- Salads- Smoothies- Fruit
Salads
Experience
Customer Relationship
Customer Segment
Geographic Segmentation
Long term relationship:
- Fidelity cards- Coupons
Take a seat (tables and benches)
Take away
• Workers and citizens in Ann Arbor
• Students & employees university
Value Analysis
5
Key Partners Key activities
Key Resources
Local farmers
University of Michigan
• Procurement• Management of inventory• Serving
High quality ingredients
Products locally sourced:- Seasonality- Freshness
Tangible Assets (truck…)
Key activities rely on specific key resources, which are related to specific key partners.
Key Factors
6
Cost structure
Fixed costs: truck, equipment, labor
Variable costs: raw materials, supplies
Revenue streams: regular sales (Forecasts $120.000 per month approximately)
Revenue streams for each customer segment Campus: 9 months
Downtown: 3 months
Costs and Revenues
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Uniquenesses Suggestions
Ingredients’ Information
Location
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Milestones
January – February 2015
Establishment of GREAT!, LLCDebt & Equity financingLicenses Purchase Assets, hire employees
March 2015 Sales start
September- October 2015 Break even
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Industry Background2008: recession The industry boomed
Customers’ preferences changed (healthier menus)
CompetitionMain challenges
Barriers to entry Regulation
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Expected to increase
Direct Fragmented Industry
Indirect
Competition
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IBISWorld Customers: 25-34 Years Old
Determinants: Location Value for money Weather Health consciousness Convenience and time
Demand
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2010 Global online survey made (Research) 27,000 answers obtained in 2012 Healthy food restaurants are desired
Healthy Food Trend
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Going Green And Food Truck Trend
Going Green Trend Green Equipment for Restaurant Recyclable – Biodegradable Supplies (Packaging, Bags, …)
Food Truck Trend 8.4 % Growth Rate from 2007 - 2012 Change Locations when required by Market conditions
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Main Target Market University of Michigan - Dearborn Students Faculty/staff
Secondary Market Downtown Ann Arbor Aged 18-65
Customers
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Ann Arbor Small food vendors Fast food Bars Restaurants
CompetitorsFood Trucks are rare !
Dearborn Cafeteria in the U.C. Mall
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Price
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Great! Logo Simple Easy Recognizable
Flyers Coupons Social Media Word-of-mouth Fidelity Card
Promotion
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GREAT! Truck will be parked in one of the strategic areas in front of the Dearborn University Center.
Main Location
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The second location for GREAT! will be in the downtown of Ann Arbor, along State Street, in an area characterized by a high foot traffic.
Second Location
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Campus (From October to June) Ann Arbor (From July to September)
Opening Hours
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Food safety procedures:
Washing ingredients
Peeling and cutting veggies and fruits
Specific Operational Procedures
Operations:
Delivery of food during early morning
Preparation of ingredients during off-peak hours
Cleaning and closing operations at the end of the working day
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Employees will: Have experience in the field. Be trained by the Chef. Give customers basic information about ingredients and
provide suggestions about combinations of ingredients.
Personnel
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With the intent of establishing long and stable relationships, specific supply agreements will be signed with local farmers.
Suppliers
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Start Up Expenses - Short Term
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Start Up Expenses - Long Term
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Sales Projections
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Sales Mix
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Fixed and Variable Costs
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Break Even Analysis
Break Even Analysis – Year 1
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Income Statement Summary
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Cash Flow Budget
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Investment Plan - Source of Funds
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Calculation of Ownership Share
VALUE OF THE COMPANY (VC) $ 736,405
LIQUIDITY $ 248,400
OFFERED OWNERSHIP SHARE 25 %
Calculated according to the Pricing Formula
Liquidity provided by the Investment Member
Ownership Share = LIQUIDITY / (VC + LIQUIDITY)
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Capital Contribution and ROI
OWNERSHIP STRUCTURE
35
ROI Projections
Annual Return on Investment