jennifer lasala senior ceo. mission statement opportunity quick dessert holidays (valentine’s...
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Jennifer LaSalaSenior
CEO
Mission StatementOpportunity
Quick Dessert Holidays (Valentine’s Day, etc.) Special Occasions (Birthdays, Baby Showers, etc.)
Mission Statement Sugar Coated Heaven makes the most delicious
sugar coated treats this side of heaven.
3
ProductsStandard
Package of two chocolate dipped Oreos, drizzled with colorful chocolate.
Custom Options Flags, logos, custom designs, the packaging can be customized for any need.
Business Profile
Type of BusinessRetail & Manufacturer Sugar Coated Heaven makes and sells chocolate covered
Oreos with custom designs available. Sugar Coated Heaven will allow consumers to purchase
quality, customizable or standard chocolate covered Oreos that are reasonably priced.
Legal StructureLimited Liability Corporation (LLC)To protect personal assets
Qualifications
Knowledge of candy making.
Business has been up and running since February.
Have taken accounting classes and currently taking an entrepreneurship class.
Market Analysis Industry Name Candy Manufacturing Industry
Industry Size 13 Billion in the United States
•Results of my Survey.•78% said they would buy my product•78% said they liked the chocolate covered Oreos•82% said they liked the truffles
Adults, aged 15 and above in any income range.
Chelsea, Massachusetts
Potential Market Size
Target Market
Total Population
36,166
13,540
17,359
Consumer ProfileBy Location
Chelsea, MA
By Population People aged 15 and above, both female and male
By Income This product is affordable for people in any income range.
By Personality People that need quick gifts or luxury for themselves
By Behavior Customers who want quality chocolate at a reasonable price
Competitive AdvantageSugar CoatedHeaven
1-800-Flowers.comFactors
goodQuality of Product//Service
Price
Location
Brand/Reputation
Unique Knowledge
good great
Tin of 16 Oreos for $32
Tin of 16 Oreos for $40
Tin of 16 Oreos for $15
Has many designs and options
Send out chocolates with flowers
Oreos are customizable with local delivery service.
Online store Chelsea, MA
Several years in business
Well known for selling flowers
New to Market
Online Store
www.gourmet-cookie-
bouquets.com
Marketing MixPeople Promotion Product Place Price
People looking to purchase an inexpensive indulgence for themselves or for a loved one.
Local samplings at CHS, and community events, advertise at local events, Twitter, Facebook, and my web site: www.sugarcoatedheaven.com
Hand made customizable chocolate covered Oreos
To date our business has mainly been in Chelsea, but as we expand, Sugar Coated Heaven expects to sell to customers from a wider area.
• Two chocolate covered Oreos for $1.50.
• A tin of 16 chocolate covered Oreos for $15.
Marketing Plan
Purchase Retention
Buy 10 packages and get two packages free. ($15 for a dozen).
Samplings at local community events such as the upcoming Chelsea Family Fun Day.
Each tin will contain a re-order card with a discount coupon on the back.
Long Term ( 6 months-1 year)
Current & Short Term (1 month -6 months)
Awareness
Referrals from customers
Free samples to a larger range of people
Coupons for 10% off for purchases greater than $100
$50 $50$50
Monthly cost, by phase:
Awareness Purchase Retention
COST OF MATERIALS/DIRECT LABOR Definition of One Unit Package of 2 Chocolate Covered
OreosCost of Sales Per Unit
Direct Labor(Labor Cost per Hour)
Time (in hours) to make 1 unit Direct Labor Cost Per Unit
$8.00 2 min $0.27
Total Direct Labor Per Unit $0.27
Material Description Cost/Total Quantity Cost Per Unit ($)
Colored Chocolate Melt $2.00/ .3 ounces $0.04
Oreos $4.00/ 2 Oreos $0.11
Milk Chocolate Melt $2.00/ 1.2 ounces $0.17
Total Material Cost Per Unit $0.32
Total Other Variable Costs Per Unit (packaging) $0.05
Cost of Sales Per Unit $0.64
Economics of 1 Unit
Definition of One Unit: Package of 2 Chocolate Covered Oreos
Selling Price per Unit $1.50
Direct Labor per Unit $0.27
Materials per Unit $0.32
Total COGS per Unit $0.59
Total Other Variable Expenses per Unit $0.05
Total Cost of Sales $0.64
Contribution Margin $0.86
Average Monthly Fixed ExpensesType of Fixed Cost
Monthly Cost
Entrepreneurial Stipend 0
Insurance $50
Salaries of Employees 0
Advertising $15
Interest 0
Depreciation 0
Utilities (cell phone) $50
Website $20
Other Fixed Costs 0
Total Monthly Fixed Costs
$135
Time Management PlanBusiness Schedule for a Typical
Week30 hours School
24 hours Work
13 hours Business
48 hours Sleep
53 hours Free time
Monthly Sales Projections
Full Capacity
Total Units
Break-Even Units
0
500
1000
J an Feb Mar Apr MayJ une J uly Aug Sept Oct Nov DecUni
ts S
old
5,000 per year
1,200 per month
90 per month
Projected Yearly Income Statement
Selling Price Per Unit $ 1.50
# of Units Sold 5,000
Total Sales $7,500
Total COGS $2,950
Other Variable Expenses $250
Total Variable Expenses $3,200
Gross Profit $4,300
Yearly Fixed Operating Expenses $1,620
Other Operating Expenses/Unforeseen
$250
Total Fixed Operating Expenses $1,870
Profit before Taxes $2,430
Less Estimated Taxes @25% $ 608
Net Profit $1,822
Start-Up InvestmentItem Where Will I Buy This? Cost
Fridge, Microwave Sears Already Own
Office supplies (computer, printer, paper, pen, ink, hole punch, stapler)
Staples Already Own
Mixing Bowls, Utensils, Cookie Sheets
Sears Already Own
Cell Phone Metro PCS Already Own
Start up Ingredients/packaging
Restaurant Depot $100
Business Permit Chelsea City Hall $ 25
Total Start-Up Expenditures $125Cash ReservesEmergency Fund $ 100
Reserve for Fixed Expenses
$ 300
$525Total Start-Up Investment
Return
…on Sales
…on Investment347%
Annual Net Profit
Start-Up Inv.
$1,822
$ 525=
24.3%
Annual Net Profit
Total Sales
$1,822
$7,500=
$3.47
$ .24
Financing Strategy for Total Start-up Investment
Total: $ 525
Source Amount Debt Equity
Personal Savings $ 375 I will have
100% equity in Sugar Coated Heaven
Award
[CHS business plan competition]
$ 150
Business Responsibility PlanSugar Coated Heaven will donate 5% of it’s annual profits to the ASPCA. Their logo will be put on Sugar Coated Heaven’s website so that customers are aware of what Sugar Coated Heaven believes in.
Business & Educational Goals
Continue to operate the business.
Attract more customers to the website.www.sugarcoatedheaven.com
Attend Johnson and Wales University in September.
Business
Personal
Rent a store front.Get my degree in accounting and then my CPA.
The Most Delicious Sugar Coated Treats this Side of Heaven!
Thank you for your consideration of
www.sugarcoatedheaven.com