Bussines PlanFINAL

8/3/2019 Bussines PlanFINAL

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EMPRESA 2ESDI

Gabriela AnguianoFernanda Arreguín

Alejandra Menéndez



Business Plan 3

1 Executive summary 31.3 As a service we offer: 51.4 Competitive Advantage, differentiator, level of innovation: 51.7 Mission: 61.8 Vision: 6

2 Team 62.1 Objetives 62.2 Personal qualities 62.3 Motivation 7

3 Business model: 7Key Partners: 7Key activities: 7Key resources 7Value proposition 7Relationships 7Channels 7client segments 7Cost structure: 8

4 Financial analysis 84.2 Sales projections 84.3 Capital spending 84.4 Operating costs 84.5 Funding 94.6. Quality 94.7. Hygine and enviromental management 10

5 External enviroment 105.1 Economy 105.2 Market análisis & trends 10Strength: 10Opportunities: 11Weakneses: 11Threats: 11Trends: 11Análisis del mercado: 12Resultados de encuestas: 13

Marketing plan: 15Short-term: 15Medium-term: 15Long-term: 15Diagrama de Grantt: 165.3 Competition análisis 16Competencia: 175.4 Substitut products 185.4.Infrastucture, equipment and manpower 185.5 Tecnology 18

6 Implementation road (projects milestones) 187 Risk análisis 18

7.2 Critical success factors 18



Business Plan

1 Executive summary

“Baking ideas”

Our idea is to help our clients to throw the best social Business event using dessert tables or arrangement which match the concept of each one of them, making it different, fun and eyeappealing.

Our goal is using DESIGN as our main tool to help the even tan unforgetable one. It will not just beabout he flavour and taste of our pastries, but about the decoration and design that will give aplus to the event.

What we want is our client to know we can be versatile and capable enough to apply design toany kind of event they ask for. We have the creativity for designing from a baby shower to a NewYear’s Business event.

1.1 Product or service description: We are a design company which creates dessert buffets and displays for social events. What weoffer is a combintion of product- service which includes handcrafted pastry and candy,everything displayed in the most creative way possible. Using decorative material and furniturefor a perfect presentation.

Product:Delicious handcrafted desserts and treats (it includes cupcakes, macarrons, cakes, minicupcakes, pies, jellow, candies, cookies, brownies and any other thing the client may ask)displayed creatively on a buffet for all to see in any kind of special social event.Eveything according to the theme, concept and the client preferences.



1.1.2 Product description:

We bake your ideas, that’s why we present you an exceptional offer of delicious handcrafteddesserts and treats to make your events unforgettable, displayed creatively on a buffet for all tosee in any kind of special social event. Everything according to the theme, concept and theclient preferences.

Our products will make your party the best one in town!. we have cupcakes, macarrons, cakes,minicupcakes, pies, jellow, candies, cookies, brownies and any other thing the client may ask.

The next table shows the different products that we manage, the cupcakes and mini-cupcakesare six different flavors (red velvet, chocolate, vanilla, strawberry, banana and carrot), our cookies and biscuits have the forms or characters that the client prefers depending of the event(the flavors are oats, nut, chocolate, chocochips, almond and vanilla).

The cakes will be the fun or the glamorous that the client ask, we built the cake of your dreams inflavors of vanilla, chocolate, mix, carrot, banana, cheesecake, etc. Our chef can bake thedessert that the customer imagine, that’s why we bake your ideas, we make real the dessertsand present them on a table ready for your guests

Now here it is an image of our menu, remember the client can always ask for special petitions insize, flavor and color.

1.2 As a product we offer: • Conceptual design on dessert buffet displays for special events: social and corporative

events.• Our main target us to create dessert displays with a professional designed concept in

order for our clients to through an unmemorable event.



• Great variety in flavour, and pastry decoration. Everything depending on our clientsrequests.

• Great design taking care of every single detail.o Basic Product: cakes, cupcakes, mini cupcakes, pies, cakepops, mousses,

candy, cookies, brownies. Buffet assembly.o Producto Agregado: Personalization, uniquenesso Potential Product: Could personalize not just the displays but the pastry as well.

1.3 As a service we offer:

o Complete Graphics and product design.o Transportation, assembly of displays on time and place, this being either a salon,

a house, garden or else.o Staff capable of maintaining the displays in good condition throughout the

event.o Order and contct onlineo Shipping the producto Personalized relationship with our clients.o Relación personalizada con nuestros clientes.

1.4 Competitive Advantage, differentiator, level of innovation:

What make us different from our competition, is the fact that we dont just offer the tasteexperience, we offer as well, a warm visual experience based on emotional design.



Our multidisciplinar team is formed by Graphics and product Designers, 2 bakers and amarketing Expert. We work independent, but we also have collaboration with catering services,and social event planners.This dessert buffet idea came from America and it is just starting to get stronger in Europe. Weplan to be one of the Pioneers and be differenciated by our competition for the visual impactour designs will bring to the event.

1.5 Social and economical impact: We want to pamper our client. We want them to feel free of showing off during their event. Whodoesn´t like to be remembered as the best hosts? Our target is people with a high economicalpostition willing to spend a bit more by offering a different experienc eto their guests.

1.6 Nature of the bussines: Our Business is an industrial and design enterprise (food production andbranding)

1.7 Mission:

- Offer fresh foos services with high quiality living the client the option to choose the desserttable for their event, with high experience in design.

- Always search the optimization of our proceses and the use of resources to keep agrowing supply chain.

- Compromise with our inner and outter clients, as well as with our comunity since weconstantly favor a warm working field where developement of our people is essential , aswell as an optimal experience for our clients.

1.8 Vision:

- Create a highly profitable franchaise for our Partners that will estimulate the growth byopening various distributions centres.

2 Team

Gabriela AnguianoFernanda Arreguín

Alejandra MenéndezMauricio Álvarez

2.1 Objetives

We are a group of enterprising people that are looping for a change in social events, we aremotivated by the fact that we are Designers but we also like pastry and we think that with designwe can get more easily into people, and also sweets are a very good way to get into people so ifwe mix this two things we get a very good result.

2.2 Personal qualities

Gabriela Anguiano:Graphic designer 24 years old,Studied at La Salle in Leon, Gto, Mex and in ESDiSocial RelationshipsCreativityAlejandra MenéndezGraphic designer 22 years oldStudied at UIA Mexico and ESDiInnovation ideasCreativityFernanda ArreguinGraphic designer 22 years oldStudied at UIA Mexico and ESDi

Organization and research qualitiesCreativity



**And..Mauricio Álvarez23 years oldStudied at Hofmann, escuela de Hostelería, BarcelonaChefCooking quialities

2.3 Motivation

As a team we want to satisfy the social needs to be remembered either if it just a birthday partyor a baby shower, to a product presentation or Business events.

3 Business model:

Key Partners:

• Bakers (to help with the pastry cooking)• Printing (to unify the design of the hole table)• Catering service (becoming Partners in order to offer a complete food service)

Key activities:• Branding: (Helping to achieve the event/brand goals)• Manufacturing (baking all the pastries for the dessert table)• Design (personalizad and conceptual design for each event)• Marketing

Key resources

• Time• Money• Public relationships• Clients

Value propositionConceptual dessert tables or arrangements for especial events with personalized and tastydecoration that includes; colors, shapes and decoration. Everything tailored specifically to matchthe theme and colours required. DESIGN, ORIGINALITY AND DETAIL ATTENTION

Why a dessert buffet is the best opton for an event:• The child-like wonder it creates in your guests - your guests literally are "kids in a candy

shop!"• A great ice-breaker for corporate events• We are both designers and culinary experts - we know what looks good and what tastes

good.

Relationships

•

Social event planners• Event agencies• Direct client• Website• Social Networks

Channels

• Social events: weddings, anniversaries, baby showers, bachelorette parties, etc…• Bussines events: also offering the service to retaurants and event planners

client segments

• middle-high class•

People looking for originality and a tasty decoration for a special ocation• Firms, enterprises, companies and Brands• Catering service enterprises



Cost structure:

• $$$ design & display material• $$ manufacturing (baking)• $ branding

4 Financial analysis

4.2 Sales projections

At the begininhg the team will provide the inicial investement. The risks of losing are low since weask our clients for payment in advance and use that Money to create part of the display. Thecomplete payment will make up for the whole decoration and leave 15% for the expenses suchas transportation, and sallaries. At the beginning of course. We plan to raise the percentage to a25% in less than a year.

Starting in Barcelona, we plan to expand throughout Spain in a near future becoming a strongbrand and opening franchises.

To set pricing, we take the price of what´s needed for bakery, add an amount for hourly work,and then double that total. This will then cover the work for shopping, traveling to locations, andpurchasing new containers and other items when necessary.

4.3 Capital spending

The capital spending represents the first money that we need to invest for our business, so at thebeginning we need to buy all the machinery for make the cakes and cupcakes as the mixer andall the raw materials; for the displays we will need material too.

4.4 Operating costs

• Light• Water • Gas• Work salary



Descripción del análisis financiero:

En cuanto a los gastos fijos, estamos tomando en cuenta gastos que se dan mes con mes ydebemos considerar en el presupuesto como: sueldos de los trabajadores, mobiliario y equipode trabajo que debemos considerar su mantenimiento y renovación constante.

Dentro de los costos variables como cada mesa de postres es diferente hay mesas en las que

debemos de invertir más dinero y algunas menos, además que como ya lo hemos planteadohay partes dentro de las decoraciones que pueden ser reutilizadas.

Los gastos administrativos son bajos ya que no tenemos una tienda físicamente por que todo semaneja en la página web, y debemos pagar el dominio del sitio para que funcione. Ademástenemos el taller donde se realiza desde la decoración de las mesas hasta toda la pastelería.Aquí debemos pagar luz, agua, renta, y los gastos que se vayan dando.

4.5 Funding

The inicial inversion would be the strongest in order to buy all the Tools and equipment to buildthe displays. Most of these tools will be reused on further events such as tables and trays.

4.6. Quality

The quality is very important in the desserts because we are baking products that the client willeat , so we have to give special attention in the raw material at the beginning, and all the quality

of them and then to the process of elaboration of our lovely cupcakes, cookies and all our desserts.



Relation quality-price

The quality of our desserts is going to be guaranteed to our clients. We offer a try-out. Our clientswould be able to try our main pastries in order to choose the main desserts for their event. Thisservice would be given strictly by appointment.

As a Young business we know that at the beginning our customers will have many observationsregarding our service and development, therefore, we will have aspace on our web-page so our clients can give us feed-back and help us grow.

4.7. Hygine and enviromental management

The hygiene in our business is a very important topic, because we are working with we have tolook for a good service provider of the ingredients for all our recipes.

About the environmental management we will separate the garbage, we will try to apply “prettygarbage” that can be reused by the guests as a souvenir from the event. We will try to re-usematerial from the display such as trays, vases, furniture, and decorative containers. These beingpositive for our environmental and economical impact.

5 External enviroment

5.1 Economy

Barcelona’s population has experiment an interesting social renovation in the last years, due onits mayority by migration into the city.

The most commercial zone of the city is its historical downtown (streets: Portaferriza, Ramblas,Portal del AngeL, Pelayo and plaza catalunya) where small bussineses as well as big retail storesshare Business.

To the north of plaza catalunya in Paseo de Gracia, Rambla Catalunya and Diagonal are thetop tier fashion stores from international Designers. Design articles can be found in Bornneighbourhood that has gareded popularity in the last years. In the resto f the city there are

various malls like L’illa, La Maquinista, Les glories, Maremagnum.

Catalunya has various social classes from high, middle-high to working class and this is divided inqualified and non qualified. The working class and medium class represent the 70% of thepopulation of Barcelona and 68% of Catalunyas. The other 30% is represented to médium andhigh class are really influential in media and politics.

5.2 Market análisis & trends

Strength:

· There is no end to what you can serve on a Dessert Bar. Cupcakes, pie, bite size brownies,rice krispy treats, cheesecake, etc. Big taste can come in small packages.

· The love for pastry is a common tradition in the Catalan community and a keyy factor for our Business to succeed. This way, we find a great advantage in creating a food business specializedon big social events where the consumption of dessert and sweet treats is of main importance.

· The target is middle-high and high social class, which will give us an economical advantagein order to create the best quality dessert display for our client.· Experience in Graphic design and visual Communications· Been living in America gave us the qualified knowledge about this new sweet buffet trendsince its origins come from there.· Capacity of going back and forth America where the development of this new concept isthe strongest in the entire world.





Análisis del mercado:

Mesas de Postres y Displays.

Sexo: F M.

¿Has oído hablar de las mesas de postres?Sí No

¿Usted contraría el servicio de mesas de postres?Sí No

Para una reunión o fiesta, ¿Contrataría solamente el servicio de mesas de postreso siempre junto al servicio de catering?Sólo postres Con Catering Ambos

¿Para qué tipo de eventos contratarías el servicio de mesa de postres?Fiestas personales Fiestas religiosas(bautizos, bodas)

¿Qué tipo de postres te gustaría que tuviera esta mesa?

¿Cuánto pagarías por el servicio de mesa de postres?100€-600€ 600€-1000€ 1000€-1500€ 1500€-enadelante.

¿Qué crees que le podría aportar la mesa de postres a un evento?

¿A qué tipo de público se orientaría este servicio de postres?0-18 años 19-30años 30-70años. Todas lasedades



Resultados de encuestas:

In this inquest we ask Barcelona people about the desserts tables, and the majority of the peoplethat answer our questions are female customers than male ones.

¿Has oído hablar de las mesas de postres?As we can see, the people in Barcelona have heard about the Desserts tables and just a few

haven´t. But the important thing is that at the beginning we will have a lot of people who areinteresting in our business.

¿Usted contraría el servicio de mesas de postres?The people in Barcelona that we ask this questions answer that they will hire the service of aDessert table and just a few think that it is not necessary in party.

Para una reunión o fiesta, ¿Contrataría solamente el servicio de mesas de postres o siempre juntoal servicio de catering?In Barcelona, the people don´t get used to hire just the dessert table service for their parties, sothat’s the reason that most people think that they will have the desserts table service with thecatering service. This question show us that its necessary for the begging to work as a partnerswith a catering business for the purpose of get known in town.



¿Para qué tipo de eventos contratarías el servicio de mesa de postres?To improve in the business of desserts, we have to know at what kind of events the people usedto hire this type of service; the inquests show us that most of the people related our business tothe Weddings, Baptists, etc and less people hire us for a birthday party or any personal reunion.

¿Qué tipo de postres te gustaría que tuviera esta mesa?What kind of desserts we can offer to the Barcelona customers? In the city, the people relatedthe desserts to sweet products as cupcakes and chocolates, and not to healthy desserts as fruits.So we can have more options in this type of desserts and buy more raw materials for these sweet

desserts.

¿Cuánto pagarías por el servicio de mesa de postres?Let’s talk about the costs of the products… as a general idea about the price, we can see thatthe people think that this type of service is cheaper, but the price can change because of thedesserts that the customers chose.

¿Qué crees que le podría aportar la mesa de postres a un evento?This question is about what does the people think that our service give to their events?, and as asurprise most of the people think that is “variety” the adjective that makes different the servicethat we offer and as a second adjective is “creativity”, and for that we have our lovely designson the displays that make a perfect complement to the table desserts



¿A qué tipo de público se orientaría este servicio de postres?Our business need focus customers and for that we have to ask the people about the age thatthey think we are made for? The people said that the age that can be our focus customers is 30to 70 years, maybe it sound like very general but maybe are that type of people the ones whocan pay for the desserts table service

¿Crees que en Barcelona sería un buen negocio?Barcelona as a Cosmopolitan city represents a good market for our business because we can

found a lot of people from different cultures and as a consequence with big opportunities tomake the difference in their parties.

The results of the inquest show us that the first idea of work as a partner with a Catering business isa good idea, because most of the people relate the dessert tables with this business so it can abe a good opportunity for us and for the people to know our service and the creativity of these.

About the variety of the desserts, the answers said that maybe we have to have more attentionof the sweet ones like cupcakes and chocolates, because is the first idea when we ask for desserts, and maybe as a second option we can offer fruit as well.

Finally, the price of the service maybe will be the problem because the people have the ideathat this type of service is cheaper but it is going to change depending of the dessert and thedisplay for it.

Marketing plan:

Short-term:

Improve the business with all their innovating factors to present the new services and attract tothe potential clients to the inauguration.

Medium-term:

Present the concept of the new product with a clear image

Long-term:

Keep constantly present the brand in the mind of the clients. Become top of mind. Startfranchises in Spain and hopefully expand throughout Europe.



Diagrama de Grantt:

5.3 Competition análisis



Competencia:

http://think-sweet.com/ http://www.lolitabakery.com/#!__home/eventos-galeria http://www.dulzuraychocolate.com/



5.4 Substitut products

Como servicio sustituto se encuentran las empresas de catering y banquetería existentes enBarcelona que incluyen en el menú del evento un postre. No como buffet sino simplementecomo un platillo más.

5.4.Infrastucture, equipment and manpower

The infrastructure of can be in our workshop-office once we have recovered our inversion andare able to pay rent, because our main contact with the customer is going to be by the web. Butbecause of our type of business we need an office to make all the design things and theworkshop, the place to build all the displays for our business. It is not essential, bit it could makeour work more organized and easy.

5.5 Tecnology

The technology in this business is based in the new bakery that is made for our desserts. We will tryto innovate applying new technologies, not only for the baking process, but the marketing andpromotion aspect.For our baking process we will need:

• Horno Pastelero• Batidora Semi industrial•

Conservadora/Congeladora

For our custimers relationships:• Web-page• Mobile App (Where you cam select the flavors, themes, colors and desserts to build your

display virtually) This would be a goal once we achieve the developing state of our business.

• Social networks: twitter and facebook where we can get feedback and give informationto our costumers.

6 Implementation road (projects milestones)

Buy equipmentHire bakers and assistants

Buy Raw materialLaunch websitePromote the website through social Networks and catering service

7 Risk análisis

- Inflation- Crisis- A higher cost of the raw material for the desserts(eggs, butter,etc)

7.2 Critical success factors

Acceptance from the clientsTop qualityOriginalityOn time delivery

Bussines PlanFINAL

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