start-up business plan - s-donut-final
TRANSCRIPT
Paññāsāstra University of Cambodia
Global Business
Group 4Von RoitanaLong MouykimChhay RachnaChum ThalynaChhim Sreyneang
Lecture by: Dy Chhunsong
ContentI. Executive Summary
II.Company Overview
a. Company
b. Vision
c. Mission
d. Logo
e. Slogan
III.Market Analysis
1. SWOT Analysis
2. Competitor Analysis
IV.Market Strategy
a. Target Customer
b. Product
c. Price
d. Promotion
e. Advertising
V. Action Plan
VI.Assumption
VII.Operation Management
VIII.Start-up Cost
IX.Conclusion
X. Reference
Executive Summary
• S-Donut is the shop that provide customer an amazing taste donut with
beverage.
• S-Donut located in Los Angles, California, USA in university Gateway
• There are five partner Sreyneang, Mouykim, Thalyna, Roitana, and
Rachna
• We share 100,000 USD In order to open this business
• We expect to sale around 1140 Donut per day for the first month or 450
customer.
Los Angles
• Population nowadays over 4 million.
3.75
3.8
3.85
3.9
3.95
4
4.05
2012 2013 2014 2015 2016
Population
Population
• 469 Square Miles (1,214 km2)
• 8,474.8 people per square miles
• 30,136$ per capital income, Median about 52,024 household (husband
and wife)
• 4,000$ to 5,000$ per months for student in Los Angeles
Los Angles
Location Analysis
• We open our shop at University Gateway 3335 S Figueroa St, Los Angeles, CA 90007, USA
• Our shop is 1119 Square feet (105 SqM) with the rental fee around 3,000$ per month
Company Form
Limited Liability Company (LLC)
Licenses and Permits require
• IRS identification number
• Seller permit
• Workers’ Compensation Insurance
• Health Operational Permit
• Food Safety Certification
• Food handler permit
Vision
• To become the most famous donut shop with the best donut
taste, beverage and service that desire from all people in Los
Angeles.
Mission
• Our mission is to fulfill the customer favor, doing it better
than other shops with friendly environment, relaxed.
• Keep updating donuts, fresh snack and fresh drinks to meet
their expectations in every single visit.
• To enhance our customers’ trust, we will provide the highest
quality and delicious taste donut with the grate taste of
beverage serves fit with donut.
Logo and Slogan
• THE TASTE THAT YOU NEVER FORGER
SWOT
SWOT
• Strengthen
- Good location (easy to find)
- Have available parking place
- Package choice
- Attractive design on product in any occasions
- Strong promotion strategy
SWOT
•Weakness
• New brand
• Fat and high calories food
• Limit food amount in store
• Delivery service limited
SWOT
•Opportunities
• Market demand is keeping increase
• Economic Growth
5.20%
5.40%
5.60%
5.80%
6.00%
6.20%
6.40%
6.60%
6.80%
7.00%
7.20%
2016 2017
Unemployment in Los Angeles
Unemployment inLos Angeles
SWOT
•Threat
•Consumer healthy trend
•The entrance of new competitors into markets
Competitors Analysis
• Spudnuts Donut
• King Donut
Place Competition
Place from University Gateway• 1656 student beds
Place from downtown• Downtown Los Angeles is the central business
district of Los Angeles, California, as well as a
diverse residential neighborhood of some 58,000
people
University Gateway Apartment to King Donut
University Gateway Apartment to Spudnuts
Donuts
Place Competition
Downtownto King Donut
Downtown to Spudnuts Donut
Place Competition
Downtown to University Gateway
Product and Service Competition
•Good quantity
•Always new (fresh)
•Delivery service in University Gateway Apartment
& University of Southern California
Price Competition
King Donut (0.70$)
SpudnutsDonuts (0.90$)
S Donuts (1.00$)
Customer Target
University of South California Student
Local People
Product
Donut Classic Donut
Mini Donut
Special Donut
Twisted Donut with Pandan sauce
Sandwich Donut
Product (cont.)
Beverage •Soy Milk
•Fresh Milk
•Latte
•Expresso
•Cappuccino
•Mocha
Price
Classic Donut
Special Donut
Mini Donut
Twisted Donut with Pandan sauce
Sandwich Donut
1 Donut 1$
3 Donuts 2.5$
Half Dozen 5$
1 Dozen 10$
2$, 2,5$ or 3$ for each Donut
6 Mini Donuts 2$
1 Twisted Donut With Pandan Sauce
1.5$ for each
1 Sandwich Donut
2.5$ for each
Price (cont.) Beverage
Coffee Hot Ice Frappe
Latte 2$ 3$ 3.5$
Expresso 2.5$ 3$ 3.5$
Cappuccino 3$ 3.5$ 4$
Mocha 3.15$ 3.65$ 4$
Soy Milk Price
White 1$ per bottle
Green 1$ per bottle
Fresh Milk 1.5$ per bottle
Promotion Strategies
Buy one free one on grand opening. First 100 customers free 1 donut and 1 bottle of Soy
Milk.
Balloon Gift for Children.
Free Delivery in our apartment store.
Free Delivery for USC student.
Coupon
Membership
Advertising Strategies
Social media sites
Zomato App
Creating a Websites
University Gateway Apartments ’website
Google Map
Polish Flyers
Directly through “I message”
First Plan
First 20 customers Discount 30%
buy 6 get one free
Boost Facebook page
Leaflet 2000
Put flyer on the advertisement board
Free Delivery
Coupon
Second plan
Boost Up on FacebookInstagram is the second strategies of social media Twitter is the another method we could provide information directly to the person. 1000 leafletsFree DeliveryCoupon
Third Plan
Boost up on social media
Membership
You can find S-Donut at blog S-donut or website.
Various donuts will appear on this page.
(www.SDonut.com)
Assumption of purchasing of Customers
Here is the table that we show about total customers
Expect Sale Per Day
Food
Types 1 Donut 2 Donuts 3 Donuts 6 Donuts 12 DonutsTotal Donuts Sale
Total Customers
Classic Donut80 Customers
40 Customers
20 Customers
720 Donuts Sale
140 Customers
Breakfast Donut
100 Customer Buy 1 BF Donut
100 Donuts Sale
100 Customers
Twist Donut50 Customers
100 Donuts Sale 50 Customers
Mini donut 100 100 plats100 Customers
Special Donut 60 Customers
120 Donuts Sale 60 Customers
Total 1140 Donuts450 Customers
Assumption of purchasing of Customers
Beverage
Types milk Latte Espresso
Cuppuchin
o Moca Total Sale
Total
Customer
Coffee 50 100 50 50 250 250
Freshmilk 150 150 150
Soymilk 50 50 50
Total
400 Beverage
Sale
400
Customers
Assumption of purchasing of Customers
Monthly and Yearly Sale For the first Year
Types Monthly
Customer Monthly
Sale Q 1 Q 2 Q 3 Q 4
Yearly Customers
Yearly Sale
Beverage
Coffee
Latte 1500 1500 4500 5400 6480 7776 24156 24156
Espresso 3000 3000 9000 10800 12960 15552 48312 48312
Cuppuchino 1500 1500 4500 5400 6480 7776 24156 24156
Mocha 1500 1500 4500 5400 6480 7776 24156 24156
Freshmilk 4500 4500 13500 16200 19440 23328 72468 72468
Soymilk 1500 1500 4500 5400 64800 77760 152460 152460
Food
Classic Donut 4,200 21600 648000 777600 933120 1119744 1533000 3478464
sandwich Donut 3000 3000 90000 108000 129600 155520 1095000 483120
Twist Donut 1500 3000 90000 108000 129600 155520 547500 483120
Mini Donut 3000 3000 90000 108000 129600 155520 1095000 483120
Special Donut 1800 3600 108000 129600 155520 186624 657000 579744
Operation
We start up work with all 5 owners. Here is the job dividing:
• Von Roitana will respond on server shift from 8:00AM to 9:00PM
• Long Muykim will respond on accountant and cahier from 8:00AM to
9:00PM
• Chhim SreyNeang will be chef assistant shift from 8:00AM to 9:00PM.
• Chhay Rachna will be sever shift from 8:00AM to 9:00PM
• Chum Thalyna will be chef assistant night shift from 8:00AM to 9:00PM
• We will hire 2 chef and one cleaner.
Start Up Cost Units Unit Price Total Price
Business Registation 1 2,500.00$ 2,500.00$
House Rental ( Deposite) 1 9,000.00$ 9,000.00$
Mixer 1 12,000.00$ 12,000.00$
Proofer 2 3,000.00$ 6,000.00$
Fryer 1 5,000.00$ 5,000.00$
Cutter 5 15.00$ 75.00$
Donut Filler 1 2,000.00$ 2,000.00$
Coffee Maker 1 5,000.00$ 5,000.00$
Fruit Mixer Machine 2 500.00$ 1,000.00$
Cooler 1 700.00$ 700.00$
Other Kitchen Supply 1 1,000.00$ 1,000.00$
Beginning Inventor (Month) 1 150,000.00$ 150,000.00$
Paper Cup 15000 0.20$ 3,000.00$
Paper box 17000 0.20$ 3,400.00$
Start Up Summary
Plastic box ( Kg/mount) 10 2.00$ 20.00$
Decoration 1 30,000.00$ 30,000.00$
Airconditioner 2 800.00$ 1,600.00$
Security Camera 3 200.00$ 600.00$
Wifi Router 1 300.00$ 300.00$
TV( 40 Inch) 1 400.00$ 400.00$
Telephone 1 50.00$ 50.00$
Telephone Service 1 20.00$ 20.00$
Tables 6 300.00$ 1,800.00$
Chairs 30 50.00$ 1,500.00$
Receptionist Machine 1 1,000.00$ 1,000.00$
Advertisement (month) 1 1,000.00$ 1,000.00$
Staff Uniforms 3 50.00$ 150.00$
Music Player Equipment 1 1,000.00$ 1,000.00$
Logo 1 1,000.00$ 1,000.00$
other Equipment 1 1,000.00$ 1,000.00$
242,115.00$ Total
Position Unit Salary/person Total
Cusgtomer Service2 $ 5,000.00 $ 10,000.00
Accountant and Cashier1 $ 5,000.00 $ 5,000.00
Chef Assistant2 $ 5,000.00 $ 10,000.00
Chef2 $ 6,000.00 $ 12,000.00
Cleaner 1 $ 3,000.00 $ 3,000.00
Total: 8 $ 40,000.00
Payroll
Drink Month Sale Unit Price Total Price
Latte 1,500 $ 3.00 $ 4,500.00
Espresso 3,000 $ 3.00 $ 9,000.00
Cappuccino 1,500 $ 3.50 $ 5,250.00
Mocha 1,500 $ 3.50 $ 5,250.00
Fresh Milk 4,500 $ 1.50 $ 6,750.00
Soy Milke 1,500 $ 1.00 $ 1,500.00
Total Drink $ 32,250.00 Donut
Classic (21600/3) 7,200 $ 2.50 $ 18,000.00
Breakfast 3,000 $ 2.50 $ 7,500.00
Twist 3,000 $ 1.50 $ 4,500.00
Special 3,600 $ 2.50 $ 9,000.00
Mini 3,000 $ 2.00 $ 6,000.00
Total Donut $ 45,000.00
Total Sale Per Month $ 77,250.00
Sale forecast on First Month
$-
$50,000.00
$100,000.00
$150,000.00
$200,000.00
$250,000.00
$300,000.00
$350,000.00
$400,000.00
$450,000.00
Quarter 1 Quarter 2 Quarter 3 Quarter 4
Sale forecast for Quarterly
Sale forecast for 3 years
$-
$1,000,000.00
$2,000,000.00
$3,000,000.00
$4,000,000.00
$5,000,000.00
$6,000,000.00
Year 1 Year 2 Year3
Income Statement
Quarter 1 Quarter 2 Sales:
Donut and drink $ 231,750.00 $ 278,100.00
Cost of Sales:
Donut Inventory and Ingredient $ 115,875.00 $ 139,050.00
Gross Profit $ 115,875.00 $ 139,050.00
Payroll:
Salaries&Wages $ 120,000.00 $ 120,000.00
Total Payroll Expence $ 120,000.00 $ 120,000.00
Direct Operating ExpensePaper Cup $ 8,100.00 $ 9,720.00
Paper box $ 10,200.00 $ 12,240.00
Plastic box ( Kg/mount) $ 60.00 $ 72.00
Rental $ 3,000.00 $ 3,000.00
Total Direct Operating Expense $ 21,360.00 $ 25,032.00
Marketing
Advertising $ 2,850.00 $ 2,850.00
Boost FB pages $ 150.00 $ 150.00
Total Marketing Expense $ 3,000.00 $ 3,000.00
Utilities
Water $ 150.00 $ 150.00
Trash Removal $ 15.00 $ 15.00
Electricity $ 600.00 $ 720.00
Total Utilities $ 765.00 $ 885.00
General&Administrative
Phone bill $ 60.00 $ 60.00
Internet $ 300.00 $ 300.00
Total General&Administrative $ 360.00 $ 360.00
Total Expence $ 145,485.00 $ 149,277.00
Net Profit $ (29,610.00) $ (10,227.00)
Income Statement
Quarter 3 Quarter 4 Annual
$ 333,720.00 $ 400,464.00 $ 1,244,034.00
$ 166,860.00 $ 200,232.00 $ 622,017.00
$ 166,860.00 $ 200,232.00 $ 622,017.00
$ 120,000.00 $ 120,000.00 $ 480,000.00
$ 120,000.00 $ 120,000.00 $ 480,000.00
$ 11,664.00 $ 13,996.80 $ 43,480.80
$ 14,688.00 $ 17,625.60 $ 54,753.60
$ 86.40 $ 103.68 $ 322.08
$ 3,000.00 $ 3,000.00 $ 12,000.00
$ 29,438.40 $ 34,726.08 $ 110,556.48
$ 2,850.00 $ 2,850.00 $ 11,400.00
$ 150.00 $ 150.00 $ 600.00
$ 3,000.00 $ 3,000.00 $ 12,000.00
$ 150.00 $ 150.00 $ 600.00
$ 15.00 $ 15.00 $ 60.00
$ 864.00 $ 1,036.80 $ 3,220.80
$ 1,029.00 $ 1,201.80 $ 3,880.80
$ 60.00 $ 60.00 $ 240.00
$ 300.00 $ 300.00 $ 1,200.00
$ 360.00 $ 360.00 $ 1,440.00
$ 153,827.40 $ 159,287.88 $ 607,877.28
$ 13,032.60 $ 40,944.12 $ 14,139.72
S- Donut 3 Years Operating Projections
Year1 Year2 Year3
Sale:
Donut and drink $ 1,244,034.00 $ 2,488,068.00 $ 4,976,136.00
Total Sales $ 1,244,034.00 $ 2,488,068.00 $ 4,976,136.00
Cost of sales:
Donut Inventory and Ingredient $ 622,017.00 $ 1,244,034.00 $ 2,488,068.00
Total cost of sales $ 622,017.00 $ 1,244,034.00 $ 2,488,068.00
Gross Profit $ 622,017.00 $ 1,244,034.00 $ 2,488,068.00
Payroll:
Salaries & wages $ 372,000.00 $ 372,000.00 $ 372,000.00
Total Payroll $ 372,000.00 $ 372,000.00 $ 372,000.00
Other controllable Expenses:
Direct Operating Expense $ 110,556.48 $ 221,112.96 $ 442,225.92
Utilities $ 3,880.80 $ 7,761.60 $ 15,523.20
Marketing $ 12,000.00 $ 12,000.00 $ 12,000.00
General & Administrative $ 1,440.00 $ 1,440.00 $ 1,440.00
Controllable Profit $ 127,877.28 $ 242,314.56 $ 471,189.12
Total Gain/Loss $ 122,139.72 $ 629,719.44 $ 1,644,878.88
