Create the presentation in the following format, with at least one slide to cover each of the following areas:
· Title Page
· Table of Contents
· Executive Summary
· Speaker Notes on each slide
· Information about the Industry
· Marketing Plan
· Competitor Analysis
· 3 Year Income Statement (Profit & Loss) Projections
· Your assumptions for why and how you will achieve your sales growth and what significant expenses and investments you expect to incur to achieve your revenue goals
· 3 Year Proposed Funding Schedule (sources and uses of the funds received)
· Break-Even Analysis
· Academic and Business References
Review the following scenarios and assumption, and explain how it impacts your decision to expand:
· After Year 3, the investors are interested in your company expanding internationally to possibly outsource labor or to reduce manufacturing costs. What countries would you expand to first, and why? What factors would you need to consider in making this decision?
· What is the corporate tax rate in the countries you are considering expanding your business to, and how will that affect your decision to expand globally? (Use OECD Database or another resource to determine the corporate tax rate).
· The investors want to see a decision tree detailing the decisions you would make if you received $300K now and $200K at the end of three years instead of $500K up front.
· The investors would like your team to provide advantages and disadvantages of using debt financing versus selling company stock to raise capital for growth.
· Briefly explain the venture capital process. Does it make sense for your company to raise funds through venture capital?
Format your presentation according to APA guidelines.
Three year projections
Why & how assumptions
Three year funding schedule
The new start-up company will be a micro-brewery/pub style venue called Pints & Plates (P&P Brewery). The company will offer a quality product served at perfect temperatures both drinks and foods. The venue will also include different events on the weekend that will draw attention to the new micro-brewery selections an seasonal drafts on tap. To find the proper space and equipment necessary will be in the initial loan funds along with food supplies and local permits. The current scene for socialized consumption of craft beers has become more of an experience of tasting new unique styles of beer paired with the proper food to compliment the flavors brewed into the beers. It also draws in crowds of different backgrounds and lifestyles helping the business to expand and build business relations with other business owners.
The company will start with the owner, manager, assistant manager, two brew masters, chef, and two kitchen assistants to get the company started. The manager and assistant manager will need a bachelors degree and above to apply, the brew-masters will go through an evaluation on mixture techniques and the knowledge they possess in regards to various styles of beer. The chef may be obtained through a local food truck to draw in their current customers with a new twist to their style food. As the company expands and builds a fleet of customer’s, options such as distributing the beer through local bars and selling kegs in liquor stores plus leasing a new warehouse to brew a larger amount of beer to build an inventory to supply the demand. We are asking for funding in the amount of $500,000 to start this company. The company will be developed out of an industrial location for easy access to supplies and have area workers provide free marketing. P&P Brewery will offer weekly specials, and generate opportunities for local bands and local food trucks to come provide their services while still enjoying our beers on tap.
Access to ingredients
History- Beer has been around since as early as 1900 BC Egyptian medical prescriptions included beer in their ingredients (BeerHistory.com, 1998).
1000 AD Hops is added to the brewing process
1200 AD Beer making is established in Germany, Austria, and England
1420 Germans develop the lager method of brewing
1553 Becks Brewery founded and still operating
1786 Samuel Adams starts operating commercial brewing
1870 Anheuser-Busch brands Budweiser as the first national beer
1935 160 breweries survive prohibition
1965 Fritz Maytag purchased Anchor Brewing and started to develop unique styles
1991-1995 volume growth on craft beers rose from 35% to 58%
2013 Over 2800 micro-breweries are operating and 1500 breweries are in development.
Craft beer has become the new style of wine tasting and more and more people are crossing over to drinking craft beer because of innovative styles and consistency provide unique flavors and quality blends (Raley, 2017).
Techniques- There are a multitude of techniques to brewing beer, but P&P will have a general line-up ranging from lagers to stouts and focusing on seasonal fruits provided by the Central Valley to promote the agriculture rich areas surrounding Fresno, CA. The brew-masters will collaborate with one another to bring attention to different types of brew and how they can all bring their unique style to each crafted beer.
Local support- The Central Valley has a strong presence in local owned businesses by giving support by bringing their business to a local brewery rather than going to a bar and getting the basic store bought brand. Valley natives like to represent their local brands by spreading the word on their social networks and posting reliable information on platforms like Yelp and Google maps to give suggestions and compliments on services and quality. Also, local owned businesses will hear by word of mouth by other locals wanting a particular draft or bottled beer and sooner or later P&P will be served across town.
Access to ingredients- The central valley is the hub to most agriculturally produced materials, and as for brewing equipment California is a ocean based state so if importing is necessary Fresno is fairly close to ports and shipping warehouses. Hops will be the real question on either developing a local strain or continuing to order from an outside provider to meet the taste of specific beer types.
Target market areas
Objective- To gain as many customers as possible while providing an amazing experience and product to both new and returning customers.
Target market- Reaching out to the current craft beer scene and food truck “foodies”. P&P will also generate local events the could create new beer connoisseur. Reaching out to craft beer groups on social media sites and advertising events and special taste nights will help as well as the flyers developed to hand out during other local events and taste nights around the valley while placing them on the food trucks P&P will have at some of the events.
Funding- The funding will only go toward the printing of the brewery flyers that will advertise different events through out the year and for food trucks to be at these events they will have to either rent the spot on site or pay a percentage for each food ticket purchased at the event. Allowing P&P to turn a profit no matter the amount of people that show up to the events.
Goal- To provide a fun and friendly service that hopefully builds a family type relationship where all customers feel safe and respected and also become the best rated craft beer in the Central Valley.
Who is the competition?
Track the competitors sales comparison.
What are competitors responses?
Analyzing the competitors is a powerful strategic weapon, because studying your competitor is also the same thing they will be doing to a new competitor on the market and especially in their area.
Who- Knowing the competitors and what products they bring to the table will provide a sense of what they are not offering the customer and what P&P can capitalize on to bring their customers and provide something new to the same atmosphere.
Track- Tracking a competitor on their prices and brewing styles can only be done periodically because of seasonal drafts and special releases, but it is not good to focus on another company so much because there is the possibility to lose track of the company at hand.
What- The way to see what responses other businesses are getting is to get their original story on how and why they started by looking to the content marketing technique of looking into multiple platforms to research the company and the reviews they are receiving from their current customers (Writtent, 2017).
Warning signs- Being the new spot in the brewery industry a lot of attention will be drawn to the business will not flourish unless full attention is on the business and not on competitors.
3 year projections
Meeting & exceeding projected profits
Customer growth and approval
Executing all strategies
A way to always feel safe is constant commitment to achieving growth this allows the company to continue moving in the right direction. To achieve this option do not let silos break down the company from its best potential always keep morale at its highest regardless of a situation (Gleeson, 2013). Having the staff that are leading the company just as much as leadership is, then the performance drivers in the company will show above all others; these type or workers will treat the company as if it was their own. To gain customer growth is to provide products specific to the local area liking, producing liked products will create revenue and continue to bring profit to the company. For a start-up company the assumption is if the company can stay within the spending limits and create guidelines for strategic processes that work well then the customers will build on themselves from customers voicing their opinions and customer reviews. The company’s goal is to build upon the customer base each week, but never lose sight in providing an experience that no other brewery offers.
3 year funding tracking
Making higher payback options
Monitor higher sales
What sells at a higher rate
To track all sales and amounts P&P will use the Tap system that tracks the amount of beer left in kegs and shows how often the draft is being poured and the amount being poured each time to ensure proper pours. As sales rise and the company attracts more and more business the amounts will get higher and higher to payback the start-up funding back to the original lender. With the installed tap system monitoring all systems P&P will be able to choose what style beer to focus more on to generate higher inventory of that style. Once tracking has been deemed positive on a continuous basis the creation of bomber bottles (22oz) and quad packs will be made for purchase in the store.
Break even Analysis
Cost bid pricing
Price bid pricing
Fixed cost will include payroll, expenses, rent, company vehicle, and company cell phones these cost will all be accounted for as a monthly average in the first year. Variable cost are inventory items that are used to produce different variations of different brews that will most likely be short releases to determine the success or failure of the product. Cost bid pricing is used to determine how much it will cost to develop the type of beer and determine what the price of the beer will be to sell in a couple different sizes. Price bid pricing is comparing local competitors prices to what P&P should set their own prices to be and what consumers will pay. The break even analysis is as followed: breakeven point = fixed cost / (unit selling price – variable cost).
Which international locations
The two countries to expand to would be based off of the highest selling beer style, but from statistics and known areas of the world for drinking would be Germany and Australia. Taxes in both of these locations are as followed: Germany 5.5% and Australia is 30% (ATO, 2017), but is only paid one time to shareholders and residents of the company so finding a business partner to open a branch would save P&P some money. Venture capital refers to financing high risk investments. There are three different scenarios; raises funds for outside investors, there is an active roll in overseeing, advising and monitoring the situation as a whole, and does not intend to own the company forever. P&P would not want to use the venture capital processes to raise funds because one small risky error could cost the owners the whole company.
Debt financing vs. sales of company stock
Not bringing new debt
Loss of full ownership
Loss of full control
ATO. (2017). Company Tax Rates. Retrieved from https://www.ato.gov.au/Rates/Company-tax/
Brewers Association. (2017). HISTORY OF CRAFT BREWING. Retrieved from https://www.brewersassociation.org/brewers-association/history/history-of-craft-brewing/
Gleeson, B. (2013). The Silo Mentality: How To Break Down The Barriers. Retrieved from https://www.forbes.com/sites/brentgleeson/2013/10/02/the-silo-mentality-how-to-break-down-the-barriers/#2bf8c6888c7e
Raley, L. (1998). Beer History. Retrieved from http://www.beerhistory.com/library/holdings/raley_timetable.shtml
Ross, S., Westerfield, R., Jaffe, J., & Jordan, B. (2016). Corporate Finance (11th ed.). New York, NY: McGraw-Hill Irwin.
Writtent. (2017). 14 Ways to Do Competitive Marketing Analysis. Retrieved from https://writtent.com/blog/competitive-marketing-analysis-14-ways-to-monitor-and-beat-your-competitors/
Salary (Office & Overhead)$28,000.00$175,000.00$205,000.00
Payroll (Taxes, Etc.)$1,200.00$3,200.00$3,600.00
Accounting and legal fees$2,000.00$2,000.00$2,000.00
Rent & Related cost$4,500.00$21,600.00$21,600.00
Net profit before taxes$97,800.00$186,600.00$206,200.00
Net Operating Income$97,800.00$186,600.00$206,200.00