Refresh your mind

Introduction

Current situation

External environment

Strategy & plans

Financial analysis

Risk analysis

Conclusion

Health is an issue that people are talking about these

days.

The products of “fruitandgo” does not only taste good

but they also gives an extra kick of refreshment and

helps you to have enough strength through the day.

We are happy to be the first who launch this kind of

snack bar in the area of Lisbon.

MANAGEMENT TEAM

Managing director – Jan Lensing

The director of finance & administration – Chloé Vervaeck

Operating manager – Daniela Kuhn

Marketing director – Patricia Petronilho

The head of customer service – Elina Mäki

The quality manager – Maciej Borowski

Vision

Our vision is to become the best-known snack bar chain in

Portugal.

The goal is to make people more aware of the healthy

lifestyle and improve their quality of life by offering them not

only healthy but also tasty snacks.

In the future the company wants to expand the operations.

Mission

The mission is to give the customers refreshing drinks and

healthy snacks for reasonable prices.

Values

The main value is to offer high quality products and services

to the customers .

Current Status

“fruitandgo” is in a start-up situation.

Business organization

“fruitandgo” is a private limited liability company (Ltd = Lda

in Portuguese).

Products & Services

“fruitandgo” is focused on healthy products.

“fruitandgo” uses fresh fruits as a main ingredient in the

products.

The Economy

The economy of Portugal is basically focused on service.

Some general facts

GDP normal: $ 223,3 billion

GDP per capital: $ 21.800

Unemployment rate: 8 % (in 2007)

Economic growth: 1,8 %

Inflation rate: 2,4 % (in 2007)

Market Analysis

This market is permanently growing.

The bar will be located in Lisbon, near a university.

The main targets are the students and teachers who attend the

university.

Marketplaces

FRUITANDGO

Snack bars

Fast food chains

Cafeterias

BARS

Supermarkets

1st level

2nd level

3rd level

4th level

5th level

Restau-rants

Competitors Analysis

Competitive Advantages

The biggest advantage is that “fruitandgo” is the first to open

such a snack bar in Lisbon.

Thanks to the young management team there is also a good

and warm atmosphere in the bars.

Compared to supermarkets the products have better quality

and there is a better product selection available.

Competitive pricing.

Objectives

Establishing the company on the market

Maximizing the profit

Maximizing the market share

Marketing Mix

Place:

The shop will be located close to busy centers in Lisbon (e.g.

close to the university, business centers, malls,….).

Price:

We decided to handle a price of € 1,65 for the basic drink in

the 1st year.

Product

The products of “fruitandgo” are all based on fruits.

Promotion

Pull strategy

Posters

Flyers

Handouts

commercials

internet-site

Business Strategy

The company works with the strategies of :

Market penetration

Market development

“fruitandgo” wants to start working in a market which is

completely new for them.

COSTS 2010 2011 2012 2013 2014Cost of sales 202878,00 192734,10 206935,56 223165,80 223165,80SG&A 197440,00 198268,00 200642,56 200564,61 203035,10Amortization 16876,00 16876,00 16876,00 16876,00 16876,00Total interest & 0,00 0,00 0,00 0,00 0,00financial costsTotal 417194,00 407878,10 424454,12 440606,41 443076,90

2010 2011 2012 2013 2014amount of J uices 238680,00 226746,00 243453,60 262548,00 262548,00price (for 1 juice) 1,65 1,75 1,75 1,75 1,85costs of juice 0,85 0,85 0,85 0,85 0,85revenue 393822,00 396805,50 426043,80 459459,00 485713,80costs of sales 202878,00 192734,10 206935,56 223165,80 223165,80

2010 2011 2012 2013 2013rent of the shops 45000,00 45000,00 45000,00 45000,00 45000,00bills, … 22040,00 22040,00 22040,00 22040,00 22040,00marketing 14000,00 12500,00 12500,00 10000,00 10000,00employees' salary 116400,00 118728,00 121102,56 123524,61 125995,10SG&A 197440,00 198268,00 200642,56 200564,61 203035,10

Estimated Costs

2010 2011 2012 2013 2014Revenue 393822 396806 426044 459459 485714All costs 417194 407878 424454 440606 443077

Breakeven analysis

350000

370000

390000

410000

430000

450000

470000

490000

2010 2011 2012 2013 2014

Revenue All costs

Breakeven Analysis

SWOT ANALYSIS

StrenghtS1: Young and motivated team S2: Social

responsible/Environmentally friendly

S3: Consumer orientatedS4: Attractive pricingS5: Boosting the local economy

through using regional fruits

WeaknessesW1: Starter in an existing marketW2: Young entrepreneursW3: The company is not known in

LisbonW4: Low economic power

Opportunities

O1: Doesn´t exist on the market so far

O2: Fresh & healthy drinkO3: Health becomes a bigger issueO4: the product has potentialO5: the product has a broader

target group

ThreatsT1: Copying through competitorsT2: big competition on the marketT3: supply bottlenecksT4: weather circumstancesT5: not enough market growthT6: changing in trendsT7: increasing costs for the

product/raw materials

SWOT ANALYSIS

StrenghtS1: Young and motivated team S2: Social

responsible/Environmentally friendly

S3: Consumer orientatedS4: Attractive pricingS5: Boosting the local economy

through using regional fruits

After the detailed description of our business concept, the

analysis of the market and the financials we believe that

“fruitandgo” is a very promising project.

One of the mains reasons is that there is no competitor on the

market so far.

Our activities are friendly for the environment.

He hope people start thinking about health.