Ruben Dario Rendon Garcia, Oleos Rendon
March 20, 2014
Name: Ruben Dario Rendon Garcia
Location: Puebla, Puebla Mexico
Business Name and Location: Oleos Rendon,
Puebla, Puebla Mexico
Executive Summary
Business Description
Oleos Rendon is a custom oil painting art business. The paintings are all unique
originals done by hand – which can be copied if requested. Pictures range in size from
50cm X 70cm to 3m X 7m. This business has long standing notoriety as being able to
produce high quality artwork Ruben was trained by his father and has since developed
his own style now prevalent in his portfolio. Ruben creates his paintings at a studio
located in his home.
This is the only customized oil painting service in the area. Ruben takes great care to
work with the customer to define and incorporate all aspects into his artwork. He also
plans to share his talent by offering painting classes to help generate some revenue.
Kingdom Impact
Ruben is currently the pastor of a small growing church. This business will help provide
for the needs of his family. Oleos Rendon also has the potential to generate
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employment for other members of his congregation. He also plans to add a new series
of paintings to his portfolio which include inspirational biblical/spiritual messages.
Investment Required
The initial investment required for this business supports the creation of 30 paintings to
be used to promote and support expanding the market of this artist. The investment also
covers the first 3 months of operating costs and wages.
Business Overview
Business Description
Oleos Rendon is a custom oil painting art business. The paintings are all unique
originals done by hand – which can be copied if requested. Pictures range in size from
50cm X 70cm to 3m X 7m. This business has long standing notoriety as being able to
produce high quality artwork Ruben was trained by his father and has since developed
his own style now prevalent in his portfolio.
Ruben creates his paintings at a studio located in his home. This location is also used to
store raw materials and finished products (prior to delivery). Custom framing is offered
as an option and is subcontracted. Ruben receives a commission from the frame builder
for every frame sold.
Most of the paintings produced by Ruben will be sold locally in the Puebla area, but the
potential exists for his work to be promoted by previous clients living outside the area
via catalogs. He also plans to produce several paintings and display them in prominent
locations throughout the city to help promote his work.
This is the only customized oil painting service in the area. Ruben takes great care to
work with the customer to define and incorporate all aspects into his artwork. He also
plans to share his talent by offering painting classes to help generate some revenue.
Biography of Candidate
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Background
Ruben was born in Puebla and is married with two daughters ages four and six. He
holds a BA in Architecture, BA in Theology, and a MS in Business Administration. He
apprenticed with his father (also a painter) for several years while perfecting his own
style. He is well known in the community for his artwork and seeks to expand his
clientele with this business venture.
Testimony
He was raised in a Christian family and turned his life over to Christ at age 16. Since
that time he has always been involved in ministry. He currently holds a BA in Theology
and is the pastor of a small growing church. He also served as associate pastor for ten
years prior to shepherding the church for the last three years.
Company Structure
Sole Proprietor
Marketing
Industry and Market Overview
Customers
Oleos Rendon customers will include people looking for high quality original or
customized oil paintings. Generally the customer base will be middle and upper class
individuals wanting décor for their residence. There is also a market for businesses
desiring theme artwork which Ruben plans to market.
Competition
Oleos Rendon does not have any direct competition. This is the only
customized/specialized oil painting business in Puebla providing the type of painting
produced by Ruben.
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Location & Distribution
The business is operated from a work shop in Ruben’s house. At present, this location
is insufficient for his needs. He needs a larger facility, and could expand his workshop
by building onto his garden. This addition would provide needed space to store his raw
materials, frames provided by supplier, as well as completed paintings prior to delivery
to the customer. The paintings are delivered by Ruben personally.
Pricing
Paintings will be priced utilizing a flat fee for raw material (canvass, paint as examples)
according to size. The paintings will then be evaluated for difficulty to determine the
labor cost for each item. A global price will be established when these two amounts are
combined. If framing is desired by the client an additional fee will be assessed – the
frame maker provides a commission to Oleos Rendon for the sale of each frame.
Promotion
Oleos Rendon will position 20-30 oil paintings at different points of interest on display to
generate customer interest. Catalogs will be produced according to themes; Classical,
Nature, Arts, Animal Kingdom, and Biblical/Spiritual, and used to promote the products.
These catalogs will be given to previous clients and friends outside the Puebla to
expand the market place. In addition, a website will be developed to provide additional
information and samples of his work for potential customers who are not able to receive
a catalog. The website will include these catalogues for viewing. The website will
include all pertinent information to get in touch with Ruben. Ruben plans to use local
government supported exhibitions and expos to showcase his portfolio to the great
public.
Financial
Startup Costs
One-Time and Startup Items
Tools and Equipment (see below)
Starting Inventory
Initial Advertising & Promotion
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Pesos
17,880
1,782
14,000
$
$1,430.40
$142.56
$1,120.00
Operating Cash
21,000
$1,680.00
Total Start-up Expenses
54,662
$4,372.96
Pesos
17,880
17,880
$
$1,430.40
$1,430.40
Tools and Equipment
Paintings
Total Tools and Equipment
Unit
Price in
Pesos
596
Number
of Units
30
Investment Required
Financial Plan
Loan Amount (Principal)
fee type not applicable
Number of Years
Months before First Payment
Monthly Payment Amount
Total of all Payments
Total Service Fee Paid
Pesos
54,662
$
$4,372.96
1,518
$121.44
54,662
0
$4,372.96
$0.00
8.00%
3
0
Terms of Loan:
Loan to be paid back in 36 Monthly installments of 1,518 Pesos
over a 3.00 Year period. Fee type not applicable: 8.0%. First payment to be due
1 month after loan inception.
Assumptions
1. When determining the cost of the product (paintings), it was decided the cost of
four different sizes of paintings would be merged and averaged to support
variable sales.
Action Plan
1. Realizar 30 Pinturas en 3 meses.
a. 15 Pinturas en 6 semanas para completar Catálogo Principal.
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b. 15 Pinturas en 6 semanas que incluyen obras para Catálogo Motivos
Bíblicos
2. Colocar 20 Pinturas en 3 meses.
 2 Pinturas en Centro Histórico
 2 Pinturas en Plaza Comercial
 2 Pinturas en Angelópolis (Mueblerias)
 2 Pinturas en Restaurantes
 2 Pinturas en Tiendas de Instrumentos musicales
3. Atender 9 clientes en 3 meses
4. Realizar Pagina Web después de 15 pinturas que completaron el Catálogo
Principal
5. Imprimir 30 Catálogos. (20 Principales y 10 Bíblicos)
6. Exponer 10 Pinturas en Iglesias y Reuniones Cristianas (Incluyendo BAM
Center)
7. Repartir Catálogos:
 10 en Puntos de Exhibición
 10 con amigos comprometidos
 10 en exposiciones cristianas
8. Programar visitas mensuales a Puntos de Exhibición y llamadas a amigos que
recibieron Catálogo.
9. Realizar las 12 obras correspondientes a meses 4-6, para nuevos clientes o para
reponer los vendidos en puntos de exhibición.
10. Mantener 4 meses pinturas en lugares de exhibición, si en estos meses no se
vende ninguna pintura ni se genera algún cliente, se cambiará de lugar de
exhibición.
11. A los 4 meses se imprimirán dos catálogos nuevos.
 Motivos Clásicos (Bodegones, paisajes, etc.)
 De arte (Música, danza, etc)
12. Realizar las 14 obras correspondientes a meses 7-9, para nuevos clientes o para
reponer los vendidos en puntos de exhibición.
13. Realizar las 15 obras correspondientes a meses 10-12, para nuevos clientes o
para reponer los vendidos en puntos de exhibición.
14. Capacitar a Esposa y Cuñado para ayudar a pintar
15. Capacitar vendedor ejecutivo para Año 2.
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