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
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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.