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BUSINESS PLAN '«Missis Tortvill» Confectionary'

Стоимость: 25 000 руб
  • 160
  • Английский
  • 30.07.2014
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Adaptation of this business plan is possible for similar project around the world.

Business Plan Description

Project idea: Startup of confectionary in Moscow

Project name: «Missis Tortvill».

Basic products categories: cakes to order (all categories), pastries, candy bars, cupcakes, cake-pops, decorative painted gingerbreads, handmade cookies.

Project Audience: the main buyers of confectionary products are:

  • women of 30-39 years old – 25%;
  • women of 50-65 years old – 30%;
  • children and teens under 18 years old – 30%;
  • men – 15-20%;

Project Geography: Moscow.

Market:

Leaders of the project industry

Three largest by the revenue producers of bakery and confectionery in Russia are: «Fatser» JSC, «Karavay» JSC and «Kellogg Rus» Ltd.

Basic tendency and indicators of consumer demand

Production with three days use made by almost every bakery and confectionary is the absolute market favorite. It is bought by 70% of households while the cakes of long-term storage (more than 2 weeks) – by 6% only.

Market growth rate

As for the growth rate of bakery and confectionary industry in Russia in 2014, the indicator value can vary between 3% and 12% depending on tendencies of economic development in the country and favorability of investment climate; herewith the most probable indicator value is expected at the level of 8%.

 

Competitive Environment (Moscow):

  • Confectionary network «Volkonskiy»;
  • Confectionary «Madame Boulanger»;
  • Confectionary «Upside Down Cake»;
  • Confectionary «I Love Cake».

Financial plan of project:

Financial indicators by the project

Revenue for 3 years of operating

RUB

***

Necessary Investment

RUB

***

Net Profit for 3 years of operating

RUB

***

NPV

RUB

***

IRR monthly

%

***

IRR annual

%

***

Payback period

months

16

Discounted payback period

months

18

 

Excerpts from Research

Project purpose is a startup of «Missis Tortvill» confectionary. The confectionary for production of bakery and preserved pastry goods will be organized in rent premises.

The confectionary is a full-cycle enterprise, i.e. includes all production processes from confectionary provisions forming to shipment of products to the sale or offer points. 

Confectionery market of Russia

For today in the market of confectionary and bakery industry the tendency for decrease of products demand is observed, which is associated with the population reduction as well as income growth leading to change of nutrition model.  

So, on the territory of Russia *** mln t of bakery and confectionary production were made for the first half of 2013, which is less by 0,39% in comparison with the similar period of previous year.

In the same time bakery of low humidity (bagel products, rusks, toasts, crispbread) show a significant growth of production, the volume of which has increased by 17.42% in comparison with indicators of previous year and composed *** thsd t. Also the stable growth of chocolate and sugary producers is noticed, which has enlarged the volumes of production by 6.5% in comparison with previous year.

Today together with searching and development of new kinds of production and extension of the product range many producers restore the old recipes production. Besides, so-called ecologically clean food gains the increasing popularity among consumers. A modern buyer pays a great attention to quality of foodstuffs, considering their composition and terms of storage. Due to the results of the first half of 2013, the volume of bakery products of long-term storage showed the most significant decrease by 11.08 percentage points and composed *** thsd t against *** thsd t a year ago.

Preserved pastry goods are the products of every day demand. Almost 95% of consumers buy them (mainly cookies and gingerbreads) for daily tea. The main buyers of confectionery products are women of 30–39 years old (about 25%) and 50–65 years old (about 30%). 45% of buyers have school-age children, about 30% are accounted for children and teens under 18 years old, the rest 15–20% are accounted for men.

Older consumers prefer the domestic products mainly purchasing biscuits, sugar cookies and gingerbreads. They still remember the Soviet times, when cookies and gingerbreads had high taste characteristics. The goods themselves have much greater value than their image.

List of Tables, Figures and Diagrams

3

Executive Summary

4

  • Project Description

6

1.1. Project Concept

6

1.2. Assortment of Confectionary Production

7

2.0. Market Analysis of Confectionary Industry

19

2.1. Confectionary Market in Russia

20

2.2. Consumer Preferences on Cakes and Other Preserved Pastry Goods Market

31

2.3. Consumer Portrait

35

  • Competitive Environment

37

4.0. Marketing Plan

40

4.1. Specificities of  Cream Confectionery Sales

40

4.2. Specificities of  Production of Confectionary Field

41

4.3. The Internet Promotion (Online-Promotion)

42

5.0. Operational Plan

46

5.1. Project Personnel

46

6.0. Production Plan

47

6.1. Confectionary Premises

47

6.2. Confectionary Equipment

49

7.0. Financial Plan

53

7.1. Project Assumption

53

7.2. Plan of Sales

55

7.3. Volume of Sales

56

7.4. Sales Revenue

57

7.5. Variable Costs

58

7.6. Fixed Costs

58

7.7. Capital Expenditure

60

7.8. Taxes

60

7.9. Profit and Loss Statement

61

7.10 Calculation of Discount Rate by WACC-Method

63

7.11. Cash Flow Statement

73

7.12. Estimation of Project Economic Efficiency

76

8.0. Sensitility Analysis

79

Appendix 1. Production of Bread, Bakery and Confectionery Products, Sanitary Rules and Norms SANRAN 2.3.4.545-96

90

INFORMATION ABOUT THE «VTSConsulting» COMPANY

159

 

FIGURES

Figure 1. Variants of Design Decoration of Confectionary Production (Cake Pops)

13

Figure 2. Elements and Formation of Wedding Candy Bar

14

Figure 3. Elements for Formation of Candy Bar

14

Figure 4. Decoration of Thematic Candy Bar

15

Figure 5. Variants of Decorative Painting on  Handmade Gingerbread

15

Figure 6. Equipment Location of Confectionary, Variant 1

46

Figure 7. Equipment Location of Confectionary, Variant 2

46

Figure 8. Basic Financial Indicators

60

Figure 9. Dynamics of Project Net Profit

60

DIAGRAMS

Diagram 1. Volume of Bakery Production of Long-Term Storage in the Russian Federation (RF), 2013-2014

19

Diagram 2. Districts of RF leading by Bakery and Confectionary Production, Market Share in %

20

Diagram 3. Dynamics of Bakery and Confectionary Production by Districts of RF, % to 2012

20

Diagram 4. Export and Import of Chocolate and Sugary Production in 2013, t

22

Diagram 5. Export and Import Volume of Preserved Pasty Goods in 2013, t

23

Diagram 6.Main Countries-Importers of  Preserved Pasty Goods in 2013, %

24

Diagram 7. Monthly Consumption of Cakes by Households, %

30

Diagram 8. Frequency of Cake Purchase by Target Audience

31

Diagram 9. Places of Purchase of Preserved Pasry Goods, % of Buyers

33

 

TABLES

Table 1. List of Confectionary Assortment Range of Cakes with Description

7

Table 2. Cake weight and Tiers in Depending on Number of People

10

Table 3. Confectionary Assortment Range of Pastries

10

Table 4. Leading Confectionary Producers of Russian Market

26

Table 5. Basic Similar Projects, Competitor Projects

36

Table 6. Project Staffing Table

44

Table 7. Confectionary Equipment

48

Table 8. Project Assumption

51

Table 9. Project Personnel

52

Table 10. Calculation of Long-Term Profits over CAPM for Portfolios of Decimal Groups NYSE/AMEX/NASDAQ

66

Table 11. Algorithm of Risk Level Definition of Estimated Ptoject

67

Table 12. Algorithm of Calculation of Specific Risk Premium

68

Table 13. Calculation of Discount Rate by WACC-Method

69