1.0 Executive Summary
The purpose of this business plan is to raise $100,000 for the development of a soft pretzel shop showcasing the expected financials and operations over the next three years. Soft Pretzel Shop, Inc. (“the Company”) is a New York based corporation that will provide soft pretzel and beverage sales to customers in its targeted market. The Company was founded by John Doe.
1.1 Operations
The Company will offer a wide selection of specialty soft pretzel products that are in year round demand. This business will specialize in a number of soft pretzel based products that differentiate the store from other franchised soft baked pretzel stores. The business also provides customers with an expansive line of fountain sodas and bottled beverages. The third section of the business plan will further describe the services offered by the Soft Pretzel Shop.
1.2 The Financing
Mr. Doe is seeking to raise $100,000 from as a bank loan. The interest rate and loan agreement are to be further discussed during negotiation. This business plan assumes that the business will receive a 10 year loan with a 9% fixed interest rate.
1.3 Mission Statement
Soft Pretzel Shop’s mission is to become the recognized leader in its targeted market for sales of freshly prepared soft pretzels.
1.4 Management Team
The Company was founded by John Doe. Mr. Doe has more than 10 years of experience in the food management industry. Through his expertise, he will be able to bring the operations of the business to profitability within its first year of operations.
1.5 Sales Forecasts
Mr. Doe expects a strong rate of growth at the start of operations. Below are the expected financials over the next three years.
1.6 Expansion Plan
The Founder expects that the business will aggressively expand during the first three years of operation. Mr. Doe intends to implement marketing campaigns that will effectively target individuals within the target market.
2.0 Company and Financing Summary
2.1 Registered Name and Corporate Structure
Soft Pretzel Shop, Inc. The Company is registered as a corporation in the State of New York.
2.2 Required Funds
At this time, the Soft Pretzel Shop requires $100,000 of debt funds. Below is a breakdown of how these funds will be used:
2.3 Investor Equity
Mr. Doe is not seeking an investment from a third party at this time.
2.4 Management Equity
John Doe owns 100% of the Soft Pretzel Shop, Inc.
2.5 Exit Strategy
If the business is very successful, Mr. Doe may seek to sell the business to a third party for a significant earnings multiple. Most likely, the Company will hire a qualified business broker to sell the business on behalf of the Soft Pretzel Shop. Based on historical numbers, the business could fetch a sales premium of up to 4 times earnings.
3.0 Operations
Below is a description of the products offered by the Soft Pretzel Shop.
3.1 Sales of Soft Pretzels
The primary source of revenue for the business will be the sale of soft pretzels to customers through the Company’s retail location. Not only will the Company serve traditional soft pretzels, but the business will also offer a number of specialized pretzels with a number of toppings. Management anticipates that the business will generate extremely high gross margins from the sale of these pretzels (upwards of 70%).
3.2 Sales of Beverages
Customers may also purchase canned and bottled sodas, iced teas (Snapple), lemonades, and fountain drinks. The sodas offered by the franchise are Pepsi based products. Please note that the preliminary pricing schedule for these products can be found in the fifth section of the business plan.
4.0 Strategic and Market Analysis
4.1 Economic Outlook
This section of the analysis will detail the economic climate, the retail food industry, the customer profile, and the competition that the business will face as it progresses through its business operations.
Currently, the economic climate is moderate. The economy is undergoing a transition period due to changes in global trade policy. At this time, interest rates have remained steady due to appropriate and measured policies by central banks. While there has been volatility, this is expected to subside as the economy adapts to these changes.
However, any issues with the economy will only have a modest impact on the Company’s ability to generate revenue and remain profitable. Soft pretzels carry a relatively low pricing point, and they will remain affordable to the general public.
4.2 Industry Analysis
The retail baking shop industry has experienced a healthy level of growth over the past decade. The U.S. Economic Census estimates that there are over 25,000 individual stores that are operated by 3,500 companies in the United States. This number is expected to increase at a rate of 5% per annum. While the growth rate of the number of establishments has increased 5% per year, the revenues generated per establishment have increased at a rate of 10% per year. This trend is expected to increase as demand for baked goods (including pretzels) has increased with the decrease in the low-carb diet craze. Additionally, these businesses aggregately have generated more than $1 billion dollars in each of the last five years. The industry employs approximately 20,000 people and generates annual payrolls in excess of $210 million dollars.
4.3 Customer Profile
Soft Pretzel Shop’s average client will be a middle to upper middle class man or woman living in the Company’s target market. In this section of the analysis, you should describe the type of customer you are seeking to acquire. These traits include income size, type of business/occupation; how far away from your business is to your customer, and what the customer is looking for. In this section, you can also put demographic information about your target market including population size, income demographics, level of education, etc.
4.4 Competitive Analysis
This is one of the sections of the business plan that you must write completely on your own. The key to writing a strong competitive analysis is that you do your research on the local competition. Find out who your competitors are by searching online directories and searching in your local Yellow Pages. If there are a number of competitors in the same industry (meaning that it is not feasible to describe each one) then showcase the number of businesses that compete with you, and why your business will provide customers with service/products that are of better quality or less expensive than your competition.
5.0 Marketing Plan
Soft Pretzel Shop intends to maintain an extensive marketing campaign that will ensure maximum visibility for the business in its targeted market. Below is an overview of the marketing strategies and objectives of the business.
5.1 Marketing Objectives
- Acquire a highly visible retail location from which to conduct business.
- Implement a local campaign with the Company’s targeted market via the use of flyers, local newspaper advertisements, and word of mouth advertising.
- Develop an online presence by developing a website and placing the Company’s name and contact information with online directories.
5.2 Marketing Strategies
Mr. Doe intends on using a number of marketing strategies that will allow the Soft Pretzel Shop to easily target men and women within the target market. These strategies include traditional print advertisements and ads placed on search engines on the Internet. Below is a description of how the business intends to market its services to the general public.
Foremost, the Company intends to source a highly visible retail location in either a stand alone property or within a highly trafficked strip mall type setting. This will allow Soft Pretzel Shop to have instant recognition among local residents of its location and the types of soft pretzel and beverage products offered. Soft Pretzel Shop, Inc., on a regular basis, will distribute coupons/menus directly to residents within the target market as well as through local newspaper circulars.
At the onset of operations, the business will aggressively promote a number of discount offers to drive traffic to the location so that patrons become familiar with the business and the quality of its food products.
6.0 Organizational Plan and Personnel Summary
6.1 Corporate Organization
6.2 Organizational Budget
7.0 Financial Plan
7.1 Underlying Assumptions
- Soft Pretzel Shop will have an annual revenue growth rate of 8% per year.
- The Owner will acquire $100,000 of debt funds to develop the business.
- The loan will have a 10 year term with a 9% interest rate.
7.2 Sensitivity Analysis
In the event of an economic downturn, the business may have a decline in its revenues. During these times, people may demand fewer small food products as they cut back on their discretionary expenditures. However, the business generates substantial margins from its sales, and as such, the business will always be able to remain profitable and cash flow positive while concurrently servicing its financial obligations.
7.3 Source of Funds
7.4 General Assumptions
7.5 Profit and Loss Statement
7.6 Cash Flow Analysis
7.7 Balance Sheet
7.8 Breakeven Analysis
7.9 Business Ratios
