1. SUMMARY OF THE PROJECT
The aim of the project is to open a smoothie bar to implement a range of catering services in a city with a population of more than 1 million people. Smoothie bar is positioned as a point of sale of healthy food and drinks.
The target audience of the smoothie bar is people who adhere to the principles of healthy eating, city residents who are trying to maintain health in an urban environment. The price segment is medium.
For the implementation of the project, a retail space of 5 square meters is leased on the territory of the shopping and entertainment center.
The main advantages of the restaurant business: a high level of profitability and demand for catering services; profitability of smoothie bars up to 80%; relatively free niche; low level of initial investment; conformity of the format to the fashion for healthy eating; small retail space; simple technology for making fresh drinks; year-round demand for products.
The initial investment is 465, 000 rubles. Investment costs are directed to the purchase of equipment, advertising, the purchase of raw materials and the formation of working capital, which will cover the losses of the initial periods. The bulk of the required investment is in the acquisition of equipment - 54%. Own funds will be used to implement the project.
Financial calculations cover a three-year period of operation of the project. In the future, expansion of production is planned. According to estimates, the initial investment will pay off after ten months of operation.
Table 1. Key performance indicators of the project
Payback period (PP), months | ten |
Discount payback period (DPP), months | ten |
Net present value (NPV), rub. | 489, 996 |
Return on Investment (ARR), % | 17, 2 |
Internal rate of return (IRR), % | 13.14 |
Profitability Index (PI) | 1.05 |
2. DESCRIPTION OF THE INDUSTRY AND COMPANY
Today in Russia there is an active development of the catering culture. The rapid growth in the number of establishments and the variety of offers form the interest of Russians in food outside the home, which is becoming a habit. Even during the economic crisis, the population does not refuse visits to catering establishments, although it tries to save on this type of expenses.
Experts agree that the domestic catering market has growth prospects. At the end of 2015, the average per capita cost of food outside the home in Russia amounted to 741 rubles per month, and their share in the total structure of monthly expenses was only 3.6% on average in the country.
The main constraint to development is the high dependence of the food service market on the economic situation in the country. Recently, the least successful period for catering was 2015, when the turnover fell by 5.5%. In 2016, the situation improved slightly - the market fell by 3.7%, and the catering market turnover exceeded 1 trillion. rubles. The driver of growth was fast food, which became the most profitable segment of the market. This is due to the fact that consumers seek to save money, not wanting to refuse to visit catering establishments.
The state of the catering market is characterized by the following trends:
the largest demand and growth rate in the fast food segment;
demand for home restaurant food delivery;
reduction in the number of restaurateurs in the market;
Active dumping of prices by restaurateurs in an attempt to attract consumers;
the growing popularity of new formats of establishments: street food, gastro bars, restaurants of national cuisines.
Thus, the restaurant market in Russia continues to develop and look for new models of successful business, despite the difficult situation in the industry. Experts predict the development of the market and the growth of investment activity in the segment of small cafes and fast food establishments. One of the fast food segments is smoothie bars. Such a business model is quite in demand, but not as widespread as other fast food formats.
Smoothie bars are a fairly new phenomenon in the catering market. The idea was born in the USA in the 90s, and in Russia it was first realized in 2006. A smoothie is a cocktail of fruits, vegetables, milk or yogurt, whipped to a thick consistency. A smoothie bar is a mobile or stationary catering center, the range of which consists of fresh juice drinks and other wholesome food. Fans of smoothies consider it a modern type of food: it is not liquid enough to be called a drink, but not thick enough to be called a dish. Depending on the composition, which can be the most diverse, the smoothie appears to be both low-calorie and nutritious, replacing a full meal. Therefore, the fashion for a healthy lifestyle and proper nutrition contributed to the popularity of smoothie bars.
In America, this business is already generating multimillion-dollar incomes, and in Russia it is just starting to develop. The positive trend in the catering market and the growing demand for smoothies determine the popularity of this business format. Therefore, a smoothie bar is a promising area of business. The advantages of this type of activity include:
high profitability, often reaching 80%;
a relatively new format in the fast food segment;
promoting healthy eating habits;
low level of initial investment;
Sufficient space to accommodate a 4-6 square meter outlet. m;
simple technology for the preparation of organic and fresh drinks;
year-round demand for products: in summer, soft drinks are used to quench thirst, in winter - vitamin cocktails.
Difficulties that an entrepreneur may encounter: a direct dependence of demand for services on the economic situation and the level of incomes of the population, selection of qualified employees, paperwork, activities of regulatory authorities, fierce competition in the industry.
These parameters determine the investment attractiveness of the business. The opening of the smoothie bar will take into account industry trends and occupy a free niche.
3. DESCRIPTION OF GOODS AND SERVICES
Smoothie bar is positioned as a useful fast food, and the menu reflects the concept of the institution. It is based on various smoothies and freshly squeezed juices. In addition, it is recommended to diversify the menu with other dishes, for example, fruit desserts, yogurt, cookies or pastries, ice cream, tea and coffee.
Table 2 presents an approximate assortment. The menu of the smoothie bar is quite diverse and can be updated over time in accordance with the taste preferences of consumers. Statistics show that most visitors prefer citrus drinks based on orange juice. Also popular types of drinks include: fruit fresh from orange, carrot, apple. Recently, vegetable freshes are gaining popularity: from tomatoes, celery, beets. The smoothie assortment should include various fruit and fruit-vegetable mixes.
Table 2. Sample smoothie bar assortment
Smoothie (based on yogurt / milk / coconut milk) |
|
Freshly squeezed juices |
|
Smoothie Tops |
|
The drinks |
|
Salads |
|
Dessert |
|
Production is carried out in-house using only natural, quality ingredients. Juice drinks are not prepared in advance, since the maximum sales period for such products is a maximum of 4 hours. Each cocktail is made to order, the preparation time is no more than 6 minutes. Product purchases are carried out periodically in order to supply the production with only fresh fruits and vegetables. Frequency of deliveries: 2-3 times a week.
4. SALES AND MARKETING
The target audience of the smoothie bar is people who adhere to the principles of healthy eating, city residents who are trying to maintain health in an urban environment. The price segment is medium.
One of the important points when opening a smoothie bar is the preparation and implementation of an effective marketing strategy, which should include: developing the name of the institution, its logo and corporate identity; organization of an advertising campaign (promotions, promotion tools). Since the smoothie bar format is a relatively new market segment, attention must be paid to promoting the concept itself and telling potential consumers about it.
A vivid and memorable name will highlight the institution from the many offers in the catering market. Services for developing a corporate identity of an institution will cost an average of 10, 000 rubles. A catchy, eye-catching sign or window dressing will cost about 20, 000 rubles.
To promote the smoothie bar, you can use various marketing tools: installation of billboards and signs; distribution of business cards, flyers or booklets with the menu; advertising on the Internet, media and radio; participation in food exhibitions and fairs; loyalty programs, promotions; sponsor participation in cultural projects; holding draws.
Advertising in social networks will be effective in this case, because young people occupy a large share of potential buyers. Within the framework of social networks, one can hold a campaign “happy repost”, “contest of reviews”, “dessert for repost”, etc. This tool aims to attract an additional audience.
You can also provide for the “happy hours” promotion - the time during which the institution offers discounts, a special menu, etc. As advantageous offers can be:
on weekdays from 20:00 to 22:00 cocktails at half price;
discount for smoothie + salad combo at lunchtime;
A special drink that can only be purchased during Happy Hours.
The use of this advertising tool should be carried out with the following recommendations:
plan an action on weekdays;
increase the price of the most popular menu items to cover the difference in costs;
come up with a short and understandable slogan for the action;
stick to one group of drinks or food participating in the promotion;
track the profitability of the stock.
Thus, catering establishments can use a wide range of promotional tools. It all depends on the target audience, budget and marketing policy of the institution.
To advertise this project, it is planned:
Print advertising - distribution of flyers with a 10% discount coupon. The costs will amount to 6, 000 rubles, including the creation of a layout of an advertising flyer, printing of advertising material and the salary of the promoter;
Creation and active promotion of a profile in social networks VKontakte and Instagram. 10, 000 rubles should be allocated for promoting a profile in social networks;
Competition of reposts, designed to distribute advertising information among potential consumers. The winner is given a one-time 50% discount on the order.
The action "happy hours", which is held on weekdays from 12:00 to 17:00. At this time, it is proposed to purchase a dining combo at a reduced price, or a smoothie with a 50% discount.
Creating a vibrant window dressing design that will attract visitors.
For the promotion of the smoothie bar, costs of 40, 000 rubles are laid.
However, the best advertisement for a catering establishment is a quality product and service. If the consumer appreciates the dishes and service, then he will want to return to this institution again and advise his friends.
The expected influx of visitors is 25-30 people per day, or 900 people / month. The average bill is 250 rubles. In accordance with these parameters, the planned revenue is 225, 000 rubles per month.
5. PRODUCTION PLAN
Opening a smoothie bar and organizing production involves the following steps:
1) Location and interior of the institution. For any kind of catering establishment, the right choice of premises plays an important role. It is recommended to place a smoothie-bar in a crowded place: parks, near shopping malls or inside them, near business centers, office buildings and educational institutions, on central streets. Depending on the location, the menu should also vary. For example, if the smoothie bar is located next to office buildings, it is recommended to include various snacks in the assortment; if the establishment is located in a shopping center, a dessert menu should be provided. In this project, the menu is based on the assumption that the smoothie bar will be located in the shopping center.
Since the smoothie bar is a specific catering establishment, when choosing a place, one should take into account the presence of competitors nearby. Neighborhood with peers is not allowed for a particular institution format - this may adversely affect the volume of revenue. Studying the competitive environment, you also need to pay attention to prices, offered services, quality of service and menu. Often, the consumer's choice in favor of a particular fast food is determined by the cost of the dishes. Therefore, it is recommended to identify the closest competitors and formulate prices in accordance with this.
To open a smoothie bar does not require a large area - it will be enough 4 square meters. m, which will house a bar or "island", equipped with all necessary equipment.
To implement the smoothie-bar project, it is planned to rent a retail space on the territory of the shopping and entertainment center. The trading area is 5 square meters. m, the rental price is 10, 000 rubles / month. The outlet is a kiosk RMU, or the so-called "island". This location allows you to attract more people who visited the mall. The kiosk is brightly decorated in an eco-theme, which allows emphasizing the usefulness of the products offered. On one side of the kiosk there is a relaxation area with bar stools where visitors can sit down.
In order to save, it is planned to purchase a used kiosk worth 20, 000 rubles. For its design and furniture filling costs in the amount of 30 000 rubles are included. Thus, the cost of arranging the retail space will amount to 50, 000 rubles.
2) Service format and staff selection. At the initial stage, 2 sellers who will work in shifts will be required. In the future, the possibility of expanding staff to serve visitors is being considered. The seller accepts the order and is engaged in its preparation. Order preparation time should be no more than 7 minutes. Salads and desserts are delivered to the point of sale in a ready-made form (for this, cooperation with a third-party organization is provided), only branded drinks are prepared in real time. Serving dishes is planned in disposable dishes with a company logo.
Requirements for the staff of a public institution:
- all employees must have sanitary books with appropriate marks;
- all employees must be instructed before admission to the workplace, study the safety instructions for operating the equipment.
3) Equipment. The equipment for the smoothie bar is selected based on its working areas and assortment. By default, two working areas are assumed: for washing fruits and equipment, as well as for preparing drinks. At the first stages of work, it is recommended to purchase two juicers - one specifically for citrus fruits, and the other for other fruits and vegetables. It is advisable to purchase professional equipment that can withstand high-intensity operation. Table 3 presents an approximate list of necessary equipment. In accordance with it, equipment costs will amount to about 200, 000 rubles.
Table 3. The list of equipment
No. | Name | price, rub. |
one | Universal juicer | 45000 |
2 | Citrus Juice Press Machine | 45000 |
3 | Powerful Mixer / Blender | 6000 |
four | Fruit and vegetable peeling machine | 12000 |
five | Fridge | 10, 000 |
6 | Freezer | 10, 000 |
7 | Ice maker | 11000 |
eight | Coffee machine | 30000 |
9 | Cash machine | 15, 000 |
ten | Kitchen tools and more | 16000 |
TOTAL | 200, 000 | |
4) Making a menu. The planned range is given in paragraph 3 of the business plan. From time to time, you need to add new dishes to the menu or make special offers - this way you can keep the accumulated customer base. It is important to provide that for each dish a process chart is drawn up indicating the consumption of products per portion and the volume of this portion. This information is necessary to obtain permission from the SEN, as well as to calculate the need for raw materials.
5) Organization of supply. Before opening the smoothie bar, you need to establish supply channels for raw materials and decide on suppliers. The main requirement for suppliers is the delivery of high-quality and fresh products on time according to an agreed schedule. It is important that all the ingredients used comply with the requirements of GOST.
When negotiating cooperation with suppliers, you must familiarize yourself with all the conditions specified in the contract. As a rule, transportation costs for the supply of ingredients are borne by your production. To reduce this cost item, you need to choose suppliers that are closer to your establishment.
The required amount of raw materials is determined on the basis of the menu, the technological map of product preparation and the expected sales volume. It is important that the recipes comply with GOST or separately accepted specifications.
6. ORGANIZATIONAL PLAN
The initial stage of opening a smoothie bar is to register a business with government agencies and obtain permits for catering establishments.
To conduct business, an LLC is registered with a simplified taxation system (“income” at a rate of 6%). Type of activity according to OKVED-2:
56.3 - Serving drinks
08/18/2019 - The activity of restaurants and cafes with full restaurant service, cafeterias, fast food restaurants and self-service
When opening a catering establishment, it may be difficult to obtain permits. To open a smoothie bar, you need to collect the following list of documents:
sanitary and epidemiological conclusion issued by Rospotrebnadzor;
assortment list approved by the SEN;
permission of the state fire supervision;
conclusion of the tax inspectorate on registration of cash registers.
The smoothie-bar's working hours coincide with the shopping center's opening hours - from 10:00 to 22:00. Based on this, the staffing is formed. Since the establishment is open 7 days a week, a shift-by-day work schedule should be organized for all staff in the establishment.
The entrepreneur acts as a manager and accountant, and can also work at a point of sale during periods of increased demand. The director hires and manages the staff, conducts a marketing policy, supervises the work of the staff, is responsible for the supply of raw materials.
Sellers interact with customers, form orders received, accept payment, prepare drinks, and also monitor the cleanliness of the workplace.
Thus, the total payroll fund is 91, 000 rubles.
Table 4. Staffing and payroll
Position | Salary, RUB | Number of people | PHOT, RUB | |
Administrative | ||||
one | Director | 20000 | one | 20, 000 |
Trade | ||||
2 | Seller (shift chart) | 25, 000 | 2 | 50, 000 |
Total: | 70 000.00 ₽ | |||
Social Security contributions: | 21 000.00 ₽ | |||
Total deductions: | 91 000.00 ₽ | |||
7. FINANCIAL PLAN
The financial plan takes into account all the income and expenses of the project, the planning horizon is 3 years. It is planned that after this period the institution will need to expand production and the range of products.
To start a project, you need to calculate the amount of investment. To do this, you need to determine the costs of acquiring equipment, the initial purchase of raw materials and the formation of working capital, which will cover the losses of the initial periods.
The initial investment for the smoothie bar is 465, 000 rubles. The main part of the required investments falls on the purchase of equipment - 54%, the share of expenses for the purchase of raw materials and working capital fund is 32%, the remaining cost items occupy 14%. The project is funded by equity. The main items of investment costs are shown in table 5.
Table 5. Investment costs
Name | Amount, rub. | |
The property | ||
one | Rental of floor space for the 1st month | 10, 000 |
Equipment | ||
2 | Equipment for retail space | 50, 000 |
3 | Production equipment | 200, 000 |
Intangible assets | ||
four | Starting advertising campaign | 40, 000 |
five | Registration of business, preparation of permits | 15, 000 |
Current assets | ||
6 | Raw material purchase | 50, 000 |
7 | Current assets | 100, 000 |
Total: | 465 000 ₽ | |
Variable costs consist of the costs of the ingredients that are used in cooking. To simplify financial calculations, cost variables are calculated on the basis of the average check amount and a fixed margin of 350%.
Fixed costs consist of rent, payroll, advertising costs and depreciation. The amount of depreciation is determined by the linear method, based on the useful life of fixed assets of 3 years.
Table 6. Fixed costs
Name | Amount in months, rub. | |
one | Rent | 10, 000 |
2 | Advertising | 10, 000 |
3 | Depreciation | 7000 |
four | Payroll deductions | 91000 |
five | Other | 15, 000 |
Total: | 133, 000 |
Thus, fixed monthly expenses of 133, 000 rubles were determined.
8. EVALUATION OF EFFICIENCY
The project payback period for initial investments of 465, 000 rubles is 10 months. The planned sales volume is planned for the 3rd month of the smoothie bar. The net profit for the first year of operation will amount to 536, 760 rubles. The return on sales in the first year of work is 16.5%. Given the potential of the business, the profitability of which reaches 80%, we can conclude that the financial plan is based on a pessimistic forecast. It is possible to achieve sales growth with a competent marketing policy, quality products and an attractive assortment.
The net present value is positive and equal to 489 976 rubles, which allows us to talk about the investment attractiveness of the project. The return on investment ratio is 17.2%, the internal rate of return exceeds the discount rate and is 13.14%, and the profitability index is 1.05.
9. POSSIBLE RISKS
To assess the risk component of the project, it is necessary to analyze the external and internal factors. External factors include threats related to the economic situation in the country and markets. To internal - the effectiveness of managing the organization.
The specifics of the institution determines the following external risks:
rising prices for raw materials, unscrupulous suppliers. In the first case, there is a risk of increased costs and, as a consequence, the selling price, which can negatively affect demand. In the second case, the risk is associated with interruptions in production. It is possible to reduce the likelihood of these threats with the right choice of suppliers and the inclusion in the contract of all necessary conditions that provide for the liability of the supplier if they are violated;
falling effective demand. This risk can be mitigated by developing effective loyalty programs, including discounts, happy hours services, etc .;
low demand or lack thereof. This risk is likely for the smoothie bar due to its format and menu specifics. This threat should be taken into account when opening a smoothie bar - it is recommended to conduct market research in order to identify consumer interest in such an institution. It is also possible to minimize the risk by revising the menu, conducting an active advertising campaign and various promotions.
reaction of competitors. Since the catering market is quite saturated and the competition is high, the behavior of competitors can have a strong impact. To minimize it, it is necessary to form your own customer base, constantly monitor the market, and have a customer loyalty program;
refusal to provide rental premises or increase the cost of rent. To reduce this risk, it is necessary to conclude a long-term lease agreement and carefully select the landlord.
Internal risks include:
equipment breakdown and production downtime. The risk will be mitigated by regular maintenance of equipment in order to maintain its operability;
staff problems, which implies low qualifications, staff turnover, lack of employee motivation. It is easiest to reduce this risk at the stage of personnel selection, hiring employees who meet all the requirements. A bonus system should also be provided;
spoilage of products due to low demand, damage to storage equipment, improper storage, planning errors. For catering establishments this risk has an average degree of probability. This risk is especially relevant for a smoothie bar where products with a short shelf life are used. Surplus products can occur for two reasons: firstly, due to the low level of sales and the unpopularity of some items on the menu; and secondly, due to errors in forecasting sales. It is possible to reduce this risk by competent planning and forecasting, assortment review, exclusion of unprofitable positions from the menu. Food storage errors, damage to refrigeration equipment can also lead to spoilage of products. This threat can be avoided by training personnel and monitoring their work, as well as regular equipment maintenance;
decrease in the reputation of the institution in the circle of the target audience with errors in management or a decrease in the quality of services. It is possible to mitigate the risk with constant monitoring of product quality, receiving feedback from customers of the institution and taking corrective measures.
10. APPLICATIONS
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