Grow - A juice cafe business plan

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    22-Aug-2014
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A full business plan was required to complete Dr. Brian Connelly's Business Planning course in the spring semester of 2014. I completed this plan with my teammate Connie Berardinnelli. This plan pulls from all departments of Auburn's business school and our diverse Entrepreneurship education especially our courses in finance and marketing. Our plan also has a large sustainability element, where I used my education in Sustainability Studies to help our fictional business aim at supporting the "Triple Bottom Line" and regional sourcing starting in Auburn and working around the southeast. We worked together drafting from scratch all of the components in our plan. For our final presentation, we used a prezi presentation to present to our class. My teammate and I received high honors on this project.

Transcript of Grow - A juice cafe business plan

  • 730 WEST MAGNOLIA AUBURN, AL 36830 EMAIL: GROWJUICEAUBURN@GMAIL.COM CONTACT: Connie Berardinelli, Mallory Cravens Prepared March 2014: Copy 1 of 4 This confidential summary has been prepared for those wishing to establish a business relationship with Grow Juice Caf. By accepting a copy of this document, the recipient agrees not to reproduce in whole or in part, not to use it for any other purpose, and not to disclose any of its contents to third parties without written permission of Grow Juice Caf. This document is a summary. It is furnished for information purposes only. No representation or warranty is made by Grow Juice Caf or any other entity as to the accuracy or completeness of such information, and nothing contained in the summary is, or shall be, relied on as a promise or representation to the future.
  • TABLE OF CONTENTS Executive Summary Part 1: Structure of Business Part II: Organizational Plan Summary of the Business Products and/or Services Administrative Plan Location, Legal Structure Management and Personnel Accounting and Legal Insurance, Security Part III: Marketing Plan Overview and Goals of Marketing Strategy Market Analysis Target Market Competition Market Trends Marketing Strategy General Description, Methods of Sales/Distribution Packaging, Pricing, Branding, Sales Strategies Sales Incentives/Promotions Advertising Strategies, Public Relations, Networking Customer Service Implementation of Marketing Strategy Part IV: Financial Documents Part V: Supporting Documents
  • EXECUTIVE SUMMARY Grow Juice Caf was established by Mallory Cravens and Connie Berardinelli. Both are enthusiasts of food and healthy living, as well as seniors majoring in entrepreneurship at Auburn University. As daughters of small business owners they have seen what it takes to own and operate a start-up. The Grow Juice Caf concept was established in 2013 in response to emerging trends and the need for a healthy and unique dining option. There is currently no place in Auburn, Al to buy customizable, fresh pressed juices for cleanses and daily consumption. As the first to market, Grow will be able to capture a large share of the market and maintain a dominating presence. Located in a building with character and quirk, Grow Juice Caf will serve fresh pressed juice, small plate options, soup, and dessert. Grow will have a store-front and delivery service. At the store there will be limited seating indoors as well as outdoors on the patio. In order to encourage sustainability Grow will offer discounts to customers that bring back their mason jars and reuse them and a discount to customers that walk, bike, or use public transit to get to the store. At Grow Juice Caf we will work diligently to foster relationships with our customers as well as our community. We will do this through involvement in community events, strategic relationships with other local businesses, and providing helpful lifestyle advice to patrons. VISION STATEMENT Grow aspires to be the leading juice bar in Auburn and for our brand to be synonymous with a balanced and satisfying lifestyle. MISSION STATEMENT Grows primary responsibility lies within its community, to whom we offer regionally sourced fresh juice that epitomizes a viable healthy option. As the first juice bar in Auburn, we will emphasize personal relationships with our customers. Our value comes from supplying the people of Auburn and tourists alike with refreshing healthy products. Grow aims to maintain high profitability and ties to the community, so that it can serve customers for many years to come. MARKET OPPORTUNITY For community members over the age of 25 in Auburn, 60% have earned a bachelors degree or higher. These high education rates indicate that community members are well educated and have knowledge about their health. There are 14,391 people that work and live in Auburn and the daytime population due to commuting increases by 3,663. Grow will target these people on their way to work and during lunch breaks. The high amount of tourists drawn to Auburn for University functions will also be valuable customers. People coming from surrounding cities such as Atlanta and Birmingham have juiceries and will be interested in healthy options. Auburn as a community is thriving and many local
  • businesses have been welcomed with great enthusiasm. With a continually growing population and strong support for each other, Auburn is a perfect place to start a small, local operation. Overall, juicing is becoming a very popular trend. There is a shift toward healthy sustainable living all over the nation. Documentaries like Fat, Sick, and Nearly Dead and Supersize Me are fueling these health movements. In fact, health polls are showing that 68% of people prefer organic food. People want to know where their food is coming from and find local, regionally sourced food preferable. A survey of over 477 people conducted at various grocery stores in the Midwest concluded that 60% of shoppers are willing to pay a higher price for local produce. Grow will capitalize on these trends and be a trailblazer and advocate in Auburn for healthy living. MANAGEMENT Mallory Cravens is a self-proclaimed food junkie with a background in sales, marketing, and finance. A graduate of Auburn University with a major in Entrepreneurship, she is the daughter of second generation family business owners. Cravens brings real world experience with her from jobs with numerous small businesses. Personally, Cravens has a passion for food and living clean; in her own kitchen she has been juicing and developing experimental healthful recipes for several years. Personal Value Proposition: 1. Strong Organizer Help Grow stay focused on important tasks as the company builds 2. Creative Thinker Help Grow compete by pushing new ideas 3. Strong Relator Help Grow develop key relationships inside and outside company 4. Achiever Help Grow reach goals by maintaining strong personal work ethic and dedication. Connie Berardinelli is a self-defined foodie with a background in business and sustainability studies. Connies educational background includes a Bachelors Degree from Auburn University with a major in Entrepreneurship and Family Business with a minor in Sustainability Studies. Her mom owned and operated a small bakery for over ten years, and Connie herself has also worked at small businesses around Auburn. Personal Value Proposition: 1. Flexible and adaptive Help Grow become adaptive to what the customer wants and be flexible with the challenges that come with a start-up 2. Creative Thinker Thinking outside the box and pulling knowledge from a variety of experiences and disciplines. 3. Community Minded Help Grow have a strong relationship with the community to encourage sustainable growth. 4. Value-Driven Help Grow reach goals by maintaining commitments made to the company, the management team, and the community and ensuring no corners will be cut and the companies vision and mission will be withheld. COMPETITORS
  • Grows only competition is Earth Fare. No other store offers pure juice. Some substitute goods could be a potential threat. These include Smoothie King, Tropical Smoothie, and prepackaged goods sold in grocery stores. COMPETITIVE ADVANTAGE Grow Juice Caf establishes its competitive advantage through superior customer service and community involvement, sustainability, convenience, and strategic partnerships. As the first customizable juice bar of its kind, customers will find a service that is not available anywhere else in Auburn. By giving customers the option to create their own juices and providing grab and go food options Grow will ensure efficiency, consistency, and quick convenience. Through community involvement and hosting wellness events Grow will become a lifestyle brand. Grow seeks to become the first restaurant in the Auburn community to promote enhancing the triple bottom line. We will do this in three ways; economically, socially, and environmentally. Grow will be able to accommodate the hurried customer through pre-packaged options. The delivery service will also enhance the convenience to the customer. Strategic alliances that Grow makes with other local businesses will give us legitimacy in the eyes of customers who have never tried our products before. They will also help us more effectively target our potential market. CAPITAL REQUIREMENT
  • PART ONE: STRUCTURE OF BUSINESS VISION STATEMENT: WHERE WE ARE GOING Grow aspires to be the leading juice bar in Auburn and for our brand to be synonymous with a balanced and satisfying lifestyle. MISSION STATEMENT: HOW WE WILL GET THERE Grows primary responsibility lies within its community, to whom we offer regionally sourced fresh juice that epitomizes a viable healthy option. As the first juice bar in Auburn, we will emphasize personal relationships with our customers. Our value comes from supplying the people of Auburn and tourists alike with refreshing healthy products. Grow aims to maintain high profitability and ties to the community, so that it can serve customers for many years to come. GOALS USING S.M.A.R.T. ANALYSIS: 1. CUSTOMIZATION AND CONSISTANCY: Grow plans to provide each customer with pre- made products, and if they are not satisfied with those they have the option to create their own. Measured by customer satisfaction, consistency of taste and product. 2. ZERO WASTE: Grow plans to boost the triple bottom line by compositing all leftover produce items, and encouraging customers to re-use our jars or recycle them. We also plan to offer promotions to people who walk, bike, or utilize public transporta