Global Entrepreneurship with Lukas O. RITZEL Class presentation on my business: “Les macarons de Pauline” Pauline VETTIER January 13th, 2010 English Track 2, Group A School Year 2009/2010
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Global Entrepreneurship
with Lukas O. RITZEL
Class presentation on my business:“Les macarons de Pauline”
Pauline VETTIERJanuary 13th, 2010
English Track 2, Group A
School Year 2009/2010
Introduction (1)
Jan 13th, 2010 2
Jan 11th, 2010 3
OR
Introduction (2)
Jan 11th, 2010 4
Introduction (3)
Project definition
• Name: “Les macarons de Pauline”
• Concept:– Baking and selling home-made macarons– Teaching macarons-making classes
• Support: Online boutique, no physical shop
5
Context
Inside my business
Market it !
Invest !
Jan 13th, 2010
• “Autoentrepreneur” status = Individual entrepreneur
• Law January 2009 :
- Started easily
- Minimum risk
- Many advantages
- Social & fiscal contributions depending on the turnover
6
Context:
Entrepreneurship in France
Context
Inside my business
Market it !
Invest !
Jan 13th, 2010
My business – Part I
7
Context
Inside my business
Market it !
Invest !
Jan 13th, 2010
My business – Part I (continued)
• What? Selling home-made, custom-made Parisian macarons
• Where? Local business : Grenoble & area
• How ?
Orders: by phone or through web-boutique
www.macaronspauline.com
Delivery: pick orders up at my place or personally delivered (with fee)
• How much ? 0.80€ each
• Goal ? Discovery and gustative pleasure ! 8
Context
Market it !
Invest !
Inside my business
Jan 13th, 2010
My business – Part II
9
Market it !
Invest !
Inside my business
Context
Jan 13th, 2010
My business – Part II (continued)
• What? Holding macarons-making classes
• Who? Individuals or small groups
• Where?
In my well-equipped kitchen
At people’s place (in Grenoble and elsewhere).
• How much ? 20€/hour, cost of ingredients not included
• Goal ?
10
Market it !
Invest !
Inside my business
Context
Jan 13th, 2010
On-line presence (1)
Viral marketing, by words of mouth and through the web
11
Market it !
Invest !
Context
Inside my business
Jan 13th, 2010
Jan 11th, 2010 12
On-line presence (2)
Launching page for the sale of macarons
Jan 11th, 2010 13
On-line presence (3)
Launching page for the macarons-making workshops
Jan 11th, 2010 14
On-line presence (4)
My online boutique
Jan 11th, 2010 15
On-line presence (5)
My Facebook business page
Jan 11th, 2010 16
On-line presence (6)
My Twitter business account
Macarons & Consumer trendsWhat will make you want to invest ?
• Trend n°1: Sustainability, Green wave- Organic eggs
- Almond flower from fair trade
17
Invest !
Context
Inside my business
Market it !
Jan 13th, 2010
Macarons & Consumer trendsWhat will make you want to invest ?
• Trend n°2: « Chef à domicile »- Macaron-making classes
18
Invest !
Context
Inside my business
Market it !
Jan 13th, 2010
• Trend n°3: Eco-Easy- Minimum packing
- Eco-friendly packaging (recycled materials)
19
Invest !
Context
Inside my business
Market it !
Macarons & Consumer trendsWhat will make you want to invest ?
Jan 13th, 2010
• Trend n°4: Urban experience- Bringing Parisian chic to Grenoble
- Giving provincials a sense of luxury
« […] those consumers opting to remain in rural areas will be
tempted to act (and shop) online like urban
consumers, too. »
20
Invest !
Context
Inside my business
Market it !
Macarons & Consumer trendsWhat will make you want to invest ?
Jan 13th, 2010
• Trend n°5: Premium- Unique dual concept
- In Grenoble & area only
21
Invest !
Context
Inside my business
Market it !
Macarons & Consumer trendsWhat will make you want to invest ?
Jan 13th, 2010
Investment
22
COSTS
Creation web-boutique 900
Monthly maintenance web-boutique 50
Logo 300
Business cards 100
Large oven 1000
Culinary tools 300
Product containers 20
Newspaper, radio, leaflet 500
TOTAL (€) 3170
NEEDS
Professional design & copyright
Professional cooking material
Local advertising
PackagingInvest !
Context
Inside my business
Market it !
Jan 13th, 2010
• Margin:
– Selling price per unit : 0.80€
– Cost per unit: ~ 0.38€
• On-line boutique = no monthly rent
• Limited initial investment = lower risk
• 2 branches of business = more opportunities 23
+ 0.42€
Invest !
Context
Inside my business
Market it !
Profit:
Investment
Jan 13th, 2010
Thank you for your support !
24
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