BUSINESS PLAN COMPANY

Chocolateria LouriChoco
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Business Plan

SUMMARY
1. EXECUTIVE SUMMARY............................................................................................................3
1.1 Description of
project .............................................................................................................3
2. COMPANY HISTORY................................................................................................3
2.1. Management Team............................................................................................................4
2.2. Organizational Structure ..............................................................................................4
2 .2.1. Organizational Chart......................................................................................................................5
2.2.2. Work Team, positions, salaries and social charges..........................................................5
2.3. Social Responsibility and Environment..........................................................6
3. OPERATIONS PLAN.......................................................................................................6
3.1. Layout
3.2. Product/commercial/services capacity......................................................................7
3.3. Operational Processes
4. STRATEGIC ANALYSIS.......................................................................................................8
4.1. Mission
4.2. Vision
4.3. SWOT Analysis
5. MARKET ANALYSIS........................................................................................................10
4. MARKETING AND COMMERCIALIZATION PLAN ...............................................................10
4.1.
Products...............................................................................................................................10
4.2. Brand....................................................................................................................................12
13
4.4. Investment in Marketing
4.5. Channels of
Distribution........................................................................................................15
4.6. Business Location......................................................................................................16
5. Financial Feasibility Analysis………………………………………………………………. 17
5.1 Investment Estimate 17
5.1.1 Fixed investments………………………………………………………………………….... 17
5.1.2 Financial investments
6 CONCLUSION...................................................................................................................19
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Business Plan

1. EXECUTIVE SUMMARY

1.1. Project description

LouriChoco Chocolaterie

The company Chocolateria LouriChoco, Lda creates quality products with the base being the
chocolate, added to other foods such as nuts, hot and cold drinks and
ice creams.
It is believed that true entrepreneurship is a source of motivation and security for
to realize the dream of creating a viable market company by taking calculated risks.

2. COMPANY HISTORY

The business plan for opening the chocolatier LouriChoco, Lda arose from a
conversation between Dina and Paulo, graduates of the Business Plans module, in
AICP's facilities. Both were interested in having their own business. Due to the lack of
of resources at the time and subsequently after the Portuguese crisis of 2013 that did not

provided a favorable environment for the opening of a business, the phase of

the development of the business plan only took place in mid-2014, forming
thus a limited company.
From there, the partners began to outline the objectives, goals, and strategies that the
The chocolate shop aims to achieve, after its inauguration scheduled for December 2014.
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Business Plan

2.1. Management Team

Partner I - Dina Pedro

Address: Eng Guilherme Santos Street No. 30 2nd Left
967487930
Has professional experience in the restaurant industry

Partner II - Paulo Silva

21 Barroqueira Street, Barroqueira Alqueidão
938468149
Has professional training in Automotive Mechanics

LouriChoco Chocolateria will be established as a limited liability company of

limited liability, with the corporate name of: Comandita Lda, and its name
LouriChoco Chocolaterie.

Social Capital
Partner Name Value Percentage of Participation

Partner I 20000 50
Partner II 20000 50
Total 40000 100

2.2. Organizational Structure

The chocolate shop is a small business in the implementation phase. The partners
owners will be the administrators of the company.
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Business Plan

2 .2.1. Organizational Chart

Manager
Administrative Operational Manager
Dina Pedro Paulo Silva
Paulo

Helper Employee
Chocolatier Chocolatier from the counter

2.2.2. Work Team, positions, salaries and social charges

SOCIAL CHARGE
CARGO QUANTITY SALARY (€) TOTAL (€) Monthly
23.75% (€)
Manager
1 1000 237.50 1237.50
Operational
Manager
1 1000 237.50 1237.50
Administrative
Chocolate Chef 1 850.00 201.87 1051.87
Helper
1 650.00 154.38 804.38
Chocolatier
Employee of
1 505.00 119.94 624.94
Counter
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Business Plan

2.3. Social Responsibility and Environment

LouriChoco Lda Chocolateria will be active with social and environmental issues, which
Today they are in the spotlight. The company believes that social responsibility, ethics,
the preservation of the environment and the appreciation of the internal public are values

essential for the growth of the company.

The company will promote partnerships with recycling companies, making the separation
correct from organic waste to recyclable.
By developing concrete actions, the company will contribute to social development.
it is sustainable, rescuing citizenship and providing opportunities through our
area of action.

3.1. Layout / Space

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Business Plan

The layout of the appropriate physical space for such activity will require: a kitchen with
access to the counter; restrooms, with 1 male and 1 female; 1 area with tables and chairs.
Network water, electricity, adequate air circulation based on conditions
hygienic-sanitary and safety:
There will be no space for smokers;
Waterproof floor coated with easy-to-maintain and clean ceramic;
Walls painted in a light color;
Kitchen with tiles up to the ceiling, easy to wash and sanitize;
Ceiling with slab in all rooms, coated with light paint, which allows
washing and sanitization.

3.2 Production/commercial/services capacity

The company will be opened on December 19, 2014, after fulfilling the provisions
legal and structural and will operate from Monday to Saturday during business hours, 11am
– 8 PM, and on Sunday from 8:00 AM to 1:00 PM, with the capacity to serve 50 people,
counting with the 5 employees.

3.3 Operational Processes

The company's management will aim for the agility of its operations.
Aiming for the best service to customers. Orders will be placed at the counter.
directly to the employee and then served at the table by her. In the case of
chocolate/delights to be made on the spot, the order goes directly to the kitchen and from
next, the chocolatier prepares the product, as requested, with all the
selected combinations. If the product is to be consumed outside the space
Commercial, the house must be properly packaged for easy transport.
All services will be paid at the time of delivery.
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Business Plan

At the end of the customer leaving the table, the counter staff should do the cleaning.
of the surrounding space, thus maintaining the maximum hygiene, so that the customer
next it can be installed in a pleasant and enjoyable way.
In the raw material purchasing policy for the business, the company will take care to...
not to create a large stock volume so that the investment is not wasted
purchased daily so that the ingredients can be
as fresh as possible and improve the quality of the final result.
For better stock control, the manager will conduct an inventory weekly and
will control the inputs and outputs.
The method used by the chocolate shop will be price quoting, in which are
consulted several suppliers and selected those who offered the best prices
and payment terms, variety, quality, deadlines, and delivery methods. The
Selected suppliers will be registered in a suppliers' registry.
The kitchen must always be kept clean. In addition to the cleanliness of the kitchen, the uniform of the

The staff that works there must be immaculately clean. The uniform will have a logo.
identification of the company as well as the name of the employee.

The finances will be the responsibility of the administrative manager Dina Pedro.

4. STRATEGIC ANALYSIS

4.1 Mission

The mission of LouriChoco, Lda is to provide delicious high-quality chocolate bonbons.

quality. In the different seasons and festive times of the year, they will be made
different specialties of chocolate, ice creams in summer and hot drinks in winter
always based on chocolate, for demanding customers, in a pleasant environment with
exemplary service, satisfying not only the taste of consumers, but
also providing a leisure atmosphere.
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Business Plan

4.2 Vision

The vision of the company is to be a reference in the chocolate confectionery segment, expanding the

our service for the entire Pombal region until the year 2015, being recognized
for our clients through improvement, investment, and constant innovation in
food/chocolate confectionery segment.

4.3 Analysis

INTERNAL ANALYSIS

STRONG POINTS WEAK POINTS

Qualified professionals Little experience in the field
Location High investment in equipment
Infrastructure
Image
Innovation capacity

EXTERNAL ANALYSIS

OPPORTUNITIES THREATS
Favorable regional economy Valuation and worldwide diffusion of the lifestyle
Large circulation of people in the surrounding area condemns the confectionery.
from the chocolate shop.
Candy market on the rise Very competitive environment with the brands of
A quarter of the confectionery consumed is made of rename, that produce chocolate candies.
chocolate grows at a rate of 1.5% per year.
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Business Plan

5. MARKET ANALYSIS/UNDERLYING MARKET

The food/chocolate sector is quite competitive, with a certain degree of

complementarity between the establishments. We can find bars, restaurants
the cafés, pastry shops living side by side, diversified options for the consumer.
The market is quite broad given the diversity of types of sweets. In the
in the vicinity of the company, there are various types of businesses that
they work in the food commercial sector and aim to serve the workers and
others that circulate through the town center during the day.
The target market is looking for homemade products of good quality. In
In our area, there are many former emigrants from France and Switzerland, people very connected to

chocolate, as it comes from countries where this product is present in their daily life.
People with habits different from the Portuguese, who are demanding about quality of
product.

4. MARKETING AND SALES PLAN

4.1 Products

Pepper Chocolate Hazelnut Bonbon

Liqueur Bonbon Coffee Bonbon

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Business Plan

Nut Bon Mint Bonbon

White Chocolate Bonbon Other Specialties

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Business Plan

4.2 Brand

The brand is the identity of the company, so it focused on building

an image that really reflects the image of the business.
We will use marketing tools to promote and make known
implement our brand.

4.3 Comunicação

The means to promote the inauguration of the company will be: radio, brochures, billboards and

through social media which are the new marketing strategies focused on the era
digital.
The customer is no longer passive in the communication offered by companies, today he
assume the position of active, participating, interacting, producing content and
making available on the internet.
The client desires a closer and tighter relationship. Previously, he only had the power to
purchase, today, furthermore, the customer has the power to influence millions of people,
with a greater force than word-of-mouth advertising.
Studies show that more than 60% of Twitter users who followed a brand
no microblog, they are more interested in buying their products.
The same happens with Facebook, where more than 50% of users confirm that
also increase their purchase intentions after becoming fans of a page of some
product or company.
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Business Plan
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Business Plan

4.4. Investment in Marketing

Description Quantity Objectico Cost
Posters 5 Main points of 500€
Advertisers circulation and access
from the Louriçal region
5000 flyers and banners each Initial disclosure, 300€
with promotions and
opening date.
Radios 10 Daily Insertions Daily Disclosure 1000€
per month
Social Networks Daily Disclosure of the 0.00€
company
promotions, contact
direct with the client
for suggestions and
opinions.
Reminders, door- 500 month For the customers 300€
keys, pens advertising,
when using the
memories
Offer vouchers 500 units For birthdays of 500€
regular customers.
Total 2600€
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Business Plan

4.5 Distribution Channels

The way the company will bring the product/service to the market to achieve the
Potential client with the vision of reaching new markets will be through the sellers
internal (employees in general), external salespeople (partners) and the internet.
The possibility of reaching future markets will be through brand franchising and the
establishment.

4.6 Business Location

Chocolateria LouriChoco, Lda

Address: Praça Joaquim da Silva Cardoso 4

236210318
info@lourichoco.pt
www.lourichoco.pt
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Business Plan

The location on this street is strategic, as it is in the center of the village, a commercial area.

busy, with good road access, traffic flow, pedestrian passage and to
Sunday is the weekly market.
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Business Plan

5. ANALYSIS OF FINANCIAL VIABILITY

Investment Estimate
5.1.1. Fixed investments

Machines and Equipment Cost/unit Quantity Total

Industrial mixer 1200€ 1 1200€

Computer with invoicing program 2100€ 1 2100€

Calculator machine with screen and tape 250€ 1 250€

Invoice printer 500€ 1 500€

Industrial fruit juicer 890€ 1 890€

Freezer 3100€ 1 3100€

Coffee machine 2000€ 1 2000€

Ice cream chest 1500€ 1 1500€

Exhaust fan 2300€ 1 2300€

Industrial stove with 4 burners 2600€ 1 2600€

Industrial blender 1250€ 1 1250€

Cold cuts display case 4000€ 1 4000€

Furniture and Utensils Cost/unit Quantity Total

Counter 3500€ 1 3500€

Cash register 2800€ 1 2800€

trays for waiters 10€ 10 100€

Cutlery (set of fork, knife, and spoon) 4€ 300 1200€

Tables 70€ 12 840€

Chairs 25€ 48 1200€

Pitcher for beverages 3€ 20 60€

Set of cups and glasses for drinks 2€ 300 600€

Subtotal 31990€
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Business Plan

5.1.2. Financial Investments

Initial stock estimate Value

Chocolate 5600€

Sugar 1000€

Drinks 4000€

Dairy products 1500€

Plastic cups and spoons for ice cream 1000€

Cups and Napkins 600€

Packaging for product 1000€

Hygiene products 600€

Cleaning Products 800€

Safety Equipment 1000€

Working Capital Estimate 17,100.00 €

Rental 350€

Terrace rental 60€

Water 150€

Phone, internet and TV 65€

Electricity 380€

Counter rentals 60€

Subtotal 18165€
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Business Plan

6. CONCLUSION

It is concluded that the idealization of this Business Plan presents results.

satisfactory.
We must consider for conclusive analysis that all actions and plans pre-
established should be envisioned and achieved, reaching the objectives of
billing and cost management related to the operation.
Certainly an effective management program with monitoring of results,
Based on the planning carried out, it will bring projected results in this
business plan, promoting success and expansion possibilities of
enterprise.