Refresh your mind
Introduction
Current situation
External environment
Strategy & plans
Financial analysis
Risk analysis
Conclusion
Health is an issue that people are talking about these
days.
The products of “fruitandgo” does not only taste good
but they also gives an extra kick of refreshment and
helps you to have enough strength through the day.
We are happy to be the first who launch this kind of
snack bar in the area of Lisbon.
MANAGEMENT TEAM
Managing director – Jan Lensing
The director of finance & administration – Chloé Vervaeck
Operating manager – Daniela Kuhn
Marketing director – Patricia Petronilho
The head of customer service – Elina Mäki
The quality manager – Maciej Borowski
Vision
Our vision is to become the best-known snack bar chain in
Portugal.
The goal is to make people more aware of the healthy
lifestyle and improve their quality of life by offering them not
only healthy but also tasty snacks.
In the future the company wants to expand the operations.
Mission
The mission is to give the customers refreshing drinks and
healthy snacks for reasonable prices.
Values
The main value is to offer high quality products and services
to the customers .
Current Status
“fruitandgo” is in a start-up situation.
Business organization
“fruitandgo” is a private limited liability company (Ltd = Lda
in Portuguese).
Products & Services
“fruitandgo” is focused on healthy products.
“fruitandgo” uses fresh fruits as a main ingredient in the
products.
The Economy
The economy of Portugal is basically focused on service.
Some general facts
GDP normal: $ 223,3 billion
GDP per capital: $ 21.800
Unemployment rate: 8 % (in 2007)
Economic growth: 1,8 %
Inflation rate: 2,4 % (in 2007)
Market Analysis
This market is permanently growing.
The bar will be located in Lisbon, near a university.
The main targets are the students and teachers who attend the
university.
Marketplaces
FRUITANDGO
Snack bars
Fast food chains
Cafeterias
BARS
Supermarkets
1st level
2nd level
3rd level
4th level
5th level
Restau-rants
Competitors Analysis
Competitive Advantages
The biggest advantage is that “fruitandgo” is the first to open
such a snack bar in Lisbon.
Thanks to the young management team there is also a good
and warm atmosphere in the bars.
Compared to supermarkets the products have better quality
and there is a better product selection available.
Competitive pricing.
Objectives
Establishing the company on the market
Maximizing the profit
Maximizing the market share
Marketing Mix
Place:
The shop will be located close to busy centers in Lisbon (e.g.
close to the university, business centers, malls,….).
Price:
We decided to handle a price of € 1,65 for the basic drink in
the 1st year.
Product
The products of “fruitandgo” are all based on fruits.
Promotion
Pull strategy
Posters
Flyers
Handouts
commercials
internet-site
Business Strategy
The company works with the strategies of :
Market penetration
Market development
“fruitandgo” wants to start working in a market which is
completely new for them.
COSTS 2010 2011 2012 2013 2014Cost of sales 202878,00 192734,10 206935,56 223165,80 223165,80SG&A 197440,00 198268,00 200642,56 200564,61 203035,10Amortization 16876,00 16876,00 16876,00 16876,00 16876,00Total interest & 0,00 0,00 0,00 0,00 0,00financial costsTotal 417194,00 407878,10 424454,12 440606,41 443076,90
2010 2011 2012 2013 2014amount of J uices 238680,00 226746,00 243453,60 262548,00 262548,00price (for 1 juice) 1,65 1,75 1,75 1,75 1,85costs of juice 0,85 0,85 0,85 0,85 0,85revenue 393822,00 396805,50 426043,80 459459,00 485713,80costs of sales 202878,00 192734,10 206935,56 223165,80 223165,80
2010 2011 2012 2013 2013rent of the shops 45000,00 45000,00 45000,00 45000,00 45000,00bills, … 22040,00 22040,00 22040,00 22040,00 22040,00marketing 14000,00 12500,00 12500,00 10000,00 10000,00employees' salary 116400,00 118728,00 121102,56 123524,61 125995,10SG&A 197440,00 198268,00 200642,56 200564,61 203035,10
Estimated Costs
2010 2011 2012 2013 2014Revenue 393822 396806 426044 459459 485714All costs 417194 407878 424454 440606 443077
Breakeven analysis
350000
370000
390000
410000
430000
450000
470000
490000
2010 2011 2012 2013 2014
Revenue All costs
Breakeven Analysis
SWOT ANALYSIS
StrenghtS1: Young and motivated team S2: Social
responsible/Environmentally friendly
S3: Consumer orientatedS4: Attractive pricingS5: Boosting the local economy
through using regional fruits
WeaknessesW1: Starter in an existing marketW2: Young entrepreneursW3: The company is not known in
LisbonW4: Low economic power
Opportunities
O1: Doesn´t exist on the market so far
O2: Fresh & healthy drinkO3: Health becomes a bigger issueO4: the product has potentialO5: the product has a broader
target group
ThreatsT1: Copying through competitorsT2: big competition on the marketT3: supply bottlenecksT4: weather circumstancesT5: not enough market growthT6: changing in trendsT7: increasing costs for the
product/raw materials
SWOT ANALYSIS
StrenghtS1: Young and motivated team S2: Social
responsible/Environmentally friendly
S3: Consumer orientatedS4: Attractive pricingS5: Boosting the local economy
through using regional fruits
After the detailed description of our business concept, the
analysis of the market and the financials we believe that
“fruitandgo” is a very promising project.
One of the mains reasons is that there is no competitor on the
market so far.
Our activities are friendly for the environment.
He hope people start thinking about health.