BUSINESS PLAN

“CALENTITO” BAKERY AND PASTRY

 COMPANY DESCRIPTION
• “Calentito” Bakery and Pastry Shop is an entrepreneurial project/idea of a work team,
students of the Marketing and Advertising career of the Sunday shift of the University of
Commercial Sciences of the city of León.

• The name of the company is “Calentito” Bakery and Pastry Shop, a name with which the
consumer can feel fully identified, since it is known that there is a high preference for the
consumption of fresh and hot products, and that the Bakery will guarantee towards their
consumers.

The company's slogan will be “From the Oven to the door of your House” since the company
will provide home delivery service to customers who request it.
 COMPANY DESCRIPTION
• Small baking company, dedicated to the production, sale and distribution of a wide
variety of breads and other flour products. To be located in the urban center of the
city of León.

• The purpose is to cover the needs of this area within an increasing demand, given the influx of
school students, university students of local and national origin, as well as foreign citizens.

• The company seeks to stay in the minds of its consumers, thereby realizing the need to
maintain a promotional plan through the most used media in the city to advertise its products.
 COMPANY DESCRIPTION

• It comes to improve the Leones bakery sector by offering a diversity of products supported by
recipes that preserve and improve the quality of the products through effective administration
and marketing of the same.

• It hopes to become a leader in the baking industry by offering quality, freshness, excellent
flavor and affordable prices, in addition to having highly qualified staff.

• The investment capital is purely private from the students who carry out this Business Plan.
The legal structure of the business will be a Public Limited Company.
 COMPANY DESCRIPTION

Mission:
Offering our clients food products made with optimal quality that completely satisfy their needs,
we identify ourselves as a company that works with dedication, charisma and high operational
efficiency that allows us to create a lasting relationship between internal staff and our clients.

Vision:
Become the leading company in the production, over-the-counter and home delivery of bakery
food products through constant innovation, processes and services that set the standard by
growing profitably and achieving greater development and well-being for its investors and
workers .
 COMPANY DESCRIPTION

Goals:

V To be the leading bakery in the area.

V Produce a large number of products that satisfy the customer's needs.

V Offer quality products over the competition.

V Offer products within reach of citizens' income.

• Provide excellent customer service.

 SWOT ANALYSIS

STRENGTHS WEAKNESSES
V Experienced staff V New company
V Quality and affordable prices V Delay in the acquisition of raw materials
V Well-defined mission and objectives V Capital limitations
V Location of the premises
V Staff training program

OPPORTUNITIES THREATS
V Existence of competitors in the area
V Demand growth V Competition can improve product quality
V Lack of quality competition V Legal restrictions.
V Possibility of financing
V Launch of new and varied products.
V Shipping services to consumers by subscription
 MARKET ANALYSIS

• The key to the “Calentito” Bakery and Pastry Shop is to use the best raw materials and try to
fully exploit the added value of offering freshly made bread at any time of the day and offering
filled breads.

• To sell the products, the following aspects are considered:

V Strengthen the concept of added value of the product, which has natural ingredients from
the region.

V Direct the promotion to the target audience through flyers, personalized cards, tastings and
local radio advertising.

V Strengthen the product brand before and during festivities (Easter, Carnival, All Saints' Day,
National Holidays, Christmas, among others).
 MARKET ANALYSIS

• Accesible price. The price of the products is set taking into account:

V The costs.

V The price of the competition.

V The added value they possess; that is, the quality of the inputs, which in good proportion
come from the region.

• Always provide a fresh product with breads and cakes made on the day), with good taste, smell,
color and presentation, which makes the business stand out from other bakeries.
 MARKET ANALYSIS

• Offer a variety of breads, pastries, and even special cakes and desserts. The idea is that the
bakery is recognized by customers for having an interesting and delicious variety.

Recommendations from already loyal customers and good service will be key for new
customers to come to the business to buy the products.
 Company Competitors
Sweet Love Bakery (us)

Golden Lion Bakery V Located in an area with a lot of traffic. V Product quality.
V Limited parking.
V Little room for customer service. V Hot bread 3 times a day.
V High prices.
Munguia Bakery V Located in an area with a lot of traffic. V Excellent attention to
V Limited parking. our clients
V Little room for customer service.
El Leoncito Bakery V Located in an area with a lot of traffic. V Great production of
V Limited parking. the

V Lower quality product. product.

Bread and Peace Bakery V Little variety of products.

V They have greater demand from foreigners than V Enough staff

nationals.
V High prices V Service gratuitous to
home.
Pan Pa Ya Bakery V Little influx of customers.
V Few staff
 MARKET ANALYSIS
• Marketing plan

It is planned to reach the client through the following channels:

• Direct sale.

V Sale to intermediaries.

V Shipping Service
• Price:

The retail price of the “bread” product will be adjusted according to its
characteristics, where quality, freshness, flavor, and the type of bread
predominate, in addition to taking into consideration the competition, so the price
must be accessible. to the market in which the company will develop.
 MARKET ANALYSIS
Distribution:

Distribution is the part of marketing in which the goods or services produced by

the company reach consumers to satisfy their needs.

The distribution system of La Panadería y Pasteleria “Calentito” will be direct, it

consists of selling our products directly to the consumer, this allows us to ensure
that the products will be delivered in good conditions, and ensure that we can
offer good service and attention to our customers. customers.

It should be noted that the company includes a free home delivery service.
 MARKET ANALYSIS
Communication:

Communication plays a very important role in the development of Society in General, since
it has to do with the way in which individuals interact and how they influence each other.

Advertising is a commercial communication technique that attempts to encourage the

consumption of a product or service through the media.

For this reason, the “Calentito” Bakery and Pastry Shop will publicize the products it offers
using the following media: Radio, Flyers and Social Networks.
 Amount Description

1 Blender
1 5 chamber oven

1 Kneader and mixer 20 liters.

1 Balance
30Trays
1 Cash register
Technical 1 Industrial kitchen
resources.
1 Curved counter
1 Fridge
2 Tray carts

1 Sobadora
SeveralCookware
4 Inns
• Technical feasibility

To check the technical feasibility of the company, aspects such as: acceptance of
the product will be evaluated, for which a tasting of the products will be carried
out among the staff and relatives of the designers of the plan, who will evaluate
whether the products respond to their needs in relationship to freshness, flavor
and quality.

Likewise, the machinery used to produce the product will be evaluated, which is
state-of-the-art technology, with five-drawer industrial ovens that respond to daily
production.
• Technical feasibility

In relation to the personnel who will work in the bakery, they will be selected
according to their technical profile, checking their training in the baking area, and
if more knowledge is required, a program of refresher courses is proposed.

Regarding the supply and supply of raw materials, it is considered feasible since it
will be in charge of recognized companies in the region such as Distribuidora,
Diinsa, Gemina and Parmalat.
 FINANCIAL ANALYSIS
• According to the calculations made, it is expressed that the operating costs plus
the initial investment to start the company are C$1,809,653.82, during the first
year of operation, which includes:

• Investment in technical resources to start the company.

• The payroll payment for a period of one year.

• Production resources.

• Basic services.

• Advertising Expenses

• Purchase of work equipment (motorcycle, two computers)

 FINANCIAL ANALYSIS
Sale of Bread/Pastry
Estimated Price
MONTHS
Kilograms Kilogram Total annual

June 4500 3 157,500

July 4500 5
3 157,500
August 4700 5
3 164,500
PROJECTION OF September 5000 5
3 175,000
ANNUAL SALES 5
October 4900 3 171,500
November 4900 5
3 171,500
December 5200 5
3 182,000
January 4800 5
3 168,000
February 5000 5
3 175,000
March 5000 5
3 175,000
April 5200 5
3 182,000
May 5100 5
3 178,500
TOTALS 58,800 5 2,058,000
 FINANCIAL ANALYSIS
• Financial feasibility

As can be seen, there is a surplus between the general cost projection and the
sales projection, which is recognized as the profit on sales for one year, with a
favorable balance of C$248,346.18.

This means that if the sales projections are achieved, the investment would be
recovered in less than a year.

On the other hand, it should be taken into consideration that at the beginning of
operations in the second year, the costs of technical resources are reduced since
these were already acquired during the first year.
 CONCLUSION
• With the development of this business plan, the evaluation of the different
factors that can affect or benefit the start-up of a bakery in the bakery market
of the city of León was sought.

• It became necessary to analyze financial, technical and economic aspects, as

well as a diagnosis of the current situation in which the existence of an
important competence characterized by years of service was visualized.

• On the other hand, with this work plan it was possible to organize the operation
of the bakery, knowing estimates regarding the balance that must exist
between costs and benefits represented by its expenses and sales.

• According to the data presented so far, it is considered that the creation of the
company is sufficiently feasible, which yields a profit margin, estimating that
the company should have a recovery period of less than one year.
"Some people dream of doing great things,
while others are awake and doing them.
^CLTLCLífericL