Barcelona Smoothie Bar Business Plan Summary

Smoothie & Juice Bar Business Plan

www.smoothiebarbusinessplan.com

Business Proposal
• Smoothie-bar, named Smoothie Bar-celona, selling a variety
of mixed and instantly prepared, 100% natural fruit juices and
Smoothies to take away.

• The target group is composed of health conscious consumers
looking for convenient fast-food alternatives

• The healthy benefits and tastes of our juices are the core of
our organization and will be transmitted through our efficient
service.

Copyright © 2012 Smoothie Bar-celona. All Rights Reserved.

The Business
Vision
• “To be perceived as the provider of the most delicious,
convenient and healthy grab and go alternative in Barcelona”.

Mission
• “To provide a healthy, tasty and refreshing experience with
our 100% natural fruit juices and smoothies to take away. To
serve and satisfy the nutrition needs of health conscious
consumers through the high quality of our products. We
contribute to make Barcelona a healthier city.”


External Analysis
Spain:
• A contraction of 3.2% in the GDP was forecasted for 2009.
Unemployment rate rises 20% in the first quarter of 2010.

Catalunya:
• GDP Catalunya is similar to those of Finland and Denmark and
higher that Ireland.
• The GDP per capita 2009: 26,831 euros. (-7% vs 2008)
• Food and Beverage industry had an 11.06% of total
production in the region.
• Average of 5 million visitors in Barcelona per year.


Industry Analysis
Five forces:
• Smoothie industry is in a growing stage, with few players;
differentiation is key.
Potential Entrants

High

Suppliers Moderate
Competitor Buyers
Rivalry
Low Moderate
High

Substitutes


External & Internal Analysis
• TOWS Matrix
S W
• Create a product to grab and go • The shareholders/management
aligned with increasing healthy will learn during 6 months the
trend and convenience of time. business and new employees
O • Strategic location will increase require previous experience in
sales with tourists in BCN. the food industry.

• Management will establish long
• Differentiation strategy and brand
term agreements with suppliers
T awareness will reduce the risk of
and forecast average costs, to
threat of new competitors
reduce effects of variations.


Secondary Research
Consumer Trends:

• Constant growth rates of the juice market in Spain!
• Soft drink market in Spain will rise up to 9 billion euros
• “Resilience of health products during the recession to
customers´ desire to maintain their health / wellness habits
while avoiding risky cheaper options”
• “Growing demand for “easy health” (convenience) in the
shape of functional foods”
• “Widespread consumer interest in products positioned as
health-boosting” → preventative care
• “Health benefits are driving sales of functional foods and
beverages”→ value-added-products

Primary Research
Survey Results (90 respondents)
• Positive attitude towards Smoothies / freshly made natural
juices
• High demand – not saturated / growing market
• Accepted by the target group / health-conscious people
perceived as healthy fast-food alternative (tourists and
short-/long-term residents)

Main reasons for not consuming:
• Doubts on quality / No confidence in cleanliness
• Too expensive
• Not available (in the variety that I would like them)


Target & Strategy
• “Smoothie Barcelona’s customers are likely to be followers of a healthy
type of lifestyle. Additionally and as a result of the scarce restrictions that
the product has in terms of age, gender and benefits, a secondary will be
the tourists that come to city and young professionals that are adopting
new trends”.
Low Cost Strategy Differentiation
Mass
Coffee Packed fruit juices
“Traditional Beer Soft drinks
consumers of Regular sodas Yogurt
drinks” Water
Niche
Energetic drinks 100% Natural
fruit juices to
“People in the Light sodas grab and go
healthy living Vitamins
trend.” Copyright © 2012 Smoothie Bar-celona. All Rights Reserved.

Positioning
+ Aligned with
healthy trend

Smoothi
e
Bar-
celona

Expensive Cheap

- Aligned with
healthy trend

Strategy
• Focused Differentiation Strategy

• Strategically increase the number of locations within a short
time-frame, expanding the reach, making the products more
available to the consumers.

• Take advantage of economies of scale

• Strong brand management

• In comparison to the first store, the following kiosks are small
in size, investment and running costs, and are flexible and
easy to set-up.

Competitive Advantage

• Excellent value-for-money we offer to our customers
• Superior product quality and positioning combined with a
price lower than that of the competition
• Cost control and Economies of Scale
• Diversified menu
• Unique high traffic location
• Clear shaped image and brand experience aligned to healthy
lifestyle concept


Promotion
• Brand proposition: Promotion:
• Sampling
“Smoothie Barcelona is • Flyers
the most convenient, • Bonus / Loyalty Cards
fresh and tasty option to • Homepage
nurture and energize your
• SEM / SEO
body and immune system
at a reasonable price”. • Newsletter
• Sweepstakes
• Alliances


Operations
Value chain:

Human Resources
Human Resources

Accounting & Finance

Procurement
Procurement

Reception, storage and Preparation of Smoothies
Preparation of Smoothies.
Marketing Customer
quality control of fruits Packaging
Packaging.
Service
and other raw materialsMaintenance ofof facilities.
Maintenance facilities

Inbound logistics Operations Sales

Initial Investments
• The main investment required to start the business is composed
by the following aspects:
Item Cost €
Licenses & Legal 8,000
Store remodeling and installation costs 12,000
Operation and management equipment 6,780
Consulting 3,000
Marketing 9,000
Other 3,000
Total 41,780

• 2nd Store: 31.787 €

• 3rd Store: 34.966 €


Operations
• Processes / Diagram path
Production Area Frozen Raw Storage of cleaning and
Materials safety materials
Cleaning
area

STORAGE
AREA
5m

Finish
Products Customer area / Bar customer
area Storage of
Storage of raw
complementary
materials
products

5m 3m

Production process path
Path for storage fof cleaning and safety materials path Storage Operation
Path for storage of inputs and raw materials
Transport Inspection


Operations
• Project Management Smoothie Bar-celona Critical Path
Start-up

35 56 56 70 70 77 77 98 98 112
5 6 13 14 15

35 56 56 70 70 77 77 98 98 112

35 56
19
77 98
35 49 49 91
14 28
9 10
7
56 70 70 112
21 35
35 49 49 56 56 63

16 17 18

84 98 98 105 105 112 112 119
0 7 7 14 14 28 28 35
20
35 56 56 63
1 2 3 4
11 12 112 119
0 7 7 14 14 28 28 35
84 105 105 112

14 42
8
84 112

Item CPN: 1, 2, 3, 4, 5, 6, 13, 14, 15, 20
Activity Time (days)

1 Invest the shareholderes equity to create the business 7
2 Register the Company "Smoothie Bar-celona" 7
3 Research for a bank loan 14
4 Get a loan (sign contract with the bank) 7
5 Evaluate and select location for store 21
6 Rent of the selected location 14
13 Obtain construction license 7
14 Execution of construction and remodeling stage
Copyright © 2012 Smoothie Bar-celona. All Rights 21
Reserved.
15 Installation of equipment and furniture 14
20 www.smoothiebarbusinessplan.com
Opening Day 7

Human Resources
Strategy / Organizational structure

• HR seen as an important strategic factor
• Employees are considered the most important asset
• They will be a key to success through their commitment and
attitude to the customer satisfaction.
• SB will attract and hire the best applicants, and provide the
best work environment
• Main motivational factor: belongingness to an
entrepreneurship business with a high projection for growth
• The main values on which Smoothie Bar-celona is build on
are: customer orientation, friendliness, dynamism and
integrity

Organizational Structure
• Months 1-6: Shareholders
will also work in the Share holders

operation activities of the
business General Manager

• After 6th month:
Incorporation of a General Assistant 1 Assistant 2

Manager plus two assistants
Shareholders

General Manager
• After two years:
Incorporation of a Assistant Store 2 Store 1
Manager plus one Assistant Coordinator Assistant 1

for the second kiosk. Store 2
Store 1
Assistant 2
Assistant 1

Financial Plan
• Capital Structure First store:
Initial investment  41,780€
Smoothie Bar-celona
Capital Structure Working Capital  28,220€
Loan
57%
40,000 €
Equity
43%
30,000 €
Monthly Loan
Payments  1,216.88€
Capital Structure
Amount € %
María del Carmen Matías 10,000 14%
Christian Höller 10,000 14% Loan for 2nd store 32,000€
Luis Fernando Recio 10,000 14%
Bank Loan
Total
40,000
70,000
57%
100%
Annuity for 3rd store


Break-even Analysis
180,000
Cash Break - Even
160,000

140,000

120,000
Euros

100,000
80,000

60,000

40,000

20,000

0
10,000 20,000 30,000 40,000 50,000 60,000
Gross Profit Units Sold Fixed Costs

• Contribution margin: 2,75 €
• To reach a positive cash flow in a yearly basis, Smoothie Bar-
celona has to sell at least 37.634 units or 131.718€

Financial Plan
Sales Forecast

80,000

70,000

Sales Forecast Smoothie Bar-celona
60,000

50,000

40,000

30,000

20,000
1 store + 2
10,000 1 store + 1 kiosk kiosk
1 store
0
may-11

may-12

may-15
may-13

may-14
mar-11

mar-12

mar-13

mar-14

mar-15
sep-11

nov-11

ene-12

ene-14

sep-14

ene-15

nov-15
ene-11

sep-12

nov-12

ene-13

sep-13

nov-13

nov-14

sep-15
jul-12

jul-13

jul-15
jul-11

jul-14


Profit and Loss Accounts

Smoothie Bar-celona
Net Profit & Dividends
200,000

150,000

100,000
Net Profit
88,471
50,000 Dividends

0 1,791 9,087 40,286
0
2011 2012 2013 2014 2015
(50,000)

2011 2012 2013 2014 2015
Net Profit (5,859) 3,582 18,173 80,572 176,943
% of Sales -4.5% 2.5% 6.8% 20.4% 26.3%

Risk Analysis
Project Valuation

Scenarios
Realistic Optimistic Pessimistic
Net Present Value € 72,375 241,355 -74,244
Internal Rate of Return 25.50% 58.60% -11.78%
Profitability Index 173.23% 577.68% -177.70%
Investment Recovery Time 4.1 Years 2.8 Years > 5 Years

• The valuation indicates that the project is economically
feasible
• Develop a Contingency plan


Ratio Analysis
Financial Ratio Analysis
2011 2012 2013 2014 2015
Short - term liquidity
Working Capital 14,173 7,216 - 10,771 3,913 93,093
Long - term credit risk
Debt Ratio 0.53 0.64 0.46 0.40 0.37
Profitability
Return on assets -0.12 0.09 0.43 0.91 0.97
Return on equity -0.20 0.12 0.61 2.69 5.90

• Financial ability to pay its short term debts.
• Big part of the liabilities that are accounted at the end of each
year is assign to the concept of dividends payables.
• The assets are more productive every year.
• The business is generating enough profits to finance its own
expansion Copyright © 2012 Smoothie Bar-celona. All Rights Reserved.

Financial Plan
• Contingency Plan

• Lower Sales Levels → Increase Promotion / Reduce Price
• Unavailability / Decreased quality of fruits → continuous
sourcing & menu variation
• Sales higher than expectation → accelerated growth
• Exit Strategy → Sale of business / Liquidation of assets


Barcelona Smoothie Bar Business Plan Summary

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