BusinessPlan HF

Healthy F.C.
Document: Business Plan Status: Final report Group 2: Alena Eggers Jaap Blom Jos Lebesque Cornelya Ozarcuic Thomas Doornbos Coach: Mr. Michel Word count: Handed in: 23-12-2011
Business Plan: Healthy F.C. 1F group 2: Alena, Jaap, Jos, Cornelia, Thomas
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Preface
We want start off by thanking those who have helped us during the time that we have invested in our Business Plan. The courses as well as the course material on the different subject have helped us a lot. Knowing that there were consult hours to meet and consult with the specialists on those different subjects was of great value to us. Having said so, we want to thank those specialists for their contribution to our project. Mrs. Qhof weoh, as our Management specialist Mrs. Marianne Koopmanns, as our Law specialist Mrs. Hannah Stolk, as our Marketing specialist And a special thanks to Mr. Peter Michel, who wasnt only our Accounting specialist, but also our personal coach throughout the whole semester. We appreciate his coaching and his support and we thankful that he has kept us sharp and on the right track during our work. In addition we want to thank .. and .. for the interviews we had with them and the information and detailed insight that they have given to us.
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Executive summary
Healthy Food Company Healthy F.C. will set up store just outside of the city center of Groningen. Its purpose will be to serve the citizens an unique concept: healthy food with a quick delivery service. Future customers with recognize the companys core values: Healthy products; good quality; reasonable pricing; customer service focused and always looking for improvements. The companys core product is to quickly deliver healthy dishes, in addition healthy sandwiches and drinks can be ordered. According to the conducted research, it would be fair to say that there is a huge potential market for fast healthy food which is something different then healthy fast-food. The primary target customers will be those who often experience having little time to prepare themselves a decent healthy meal. The company will be run as a partnership; all five owners will have the same share of 20% and will be equally liable. Each of them will invest an equal amount of money in to the company. All will have an equal share in the companys profits, over which they are taxed as being considered to be self-employed entrepreneurs. The companys legal form will be a Partnership Under Common Firm Vennootschap Onder Firma, V.O.F. To operate legally; the company will start to pay taxes after opening and will acquire the necessary licenses and permits. Due to the fact that the company will only have a delivery service, no further employees will be contracted within the near future - all the work will be done by all partners themselves. This results in a flat structure, meaning that it will rely on participative decision making. In addition, it has few formalities and possesses a comprehensive communication network. It is calculated that starting up the company will cost euro in total. Financial bla.
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Table of content
Preface ..... Executive summary ..... Table of content ....... 1. Introduction ....... 2. Methodology ...
2.1. Rules and agreements ..... 2.2. Task division ..... 2.3. Sources ..... 2.4. Reliability ..... 2.5. Validity . 2.6. Methods .
3. Management
...
3.1. General Company Description .. 3.2. Business Idea . 3.3. About Healthy F.C. . 3.4. Goals . 3.4.1. Short term goals . 3.4.2. Medium term goals . 3.4.3. Long term goals . 3.5. Structure . 3.5.1. Personnel . 3.5.2. Job description . 3.5.2.1. Store Manager . 3.5.2.2. Sales Representative ..... 3.5.2.3. Marketing ..... 3.5.2.4. ICT ......... 3.5.2.5. Finance ..... 3.5.2.6. Purchases ..... 3.5.2.7. Facilities . 3.5.3. Location . 3.5.4. Organization ......... 3.6. Company Strengths . 3.7. Products and Services . 3.8. External environment . 3.8.1. Suppliers ..... 3.8.2. Customers ......... 3.8.3. Competition ......... 3.9. Summary .
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3.9.1. Strengths and competitive advantages .................. 3.9.2. Weaknesses and competitive disadvantages ..
4. Marketing plan ... 5. Legal plan ... 6. Financial plan ... 7. Conclusion ... 8. Bibliography ... Appendices .....
Group evaluation .....
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1. Introduction
This report is the result of the hard work of five young international entrepreneurs: Alena Eggers Germany, Jaap Blom Brazil, Cornelia Ozarcuic Moldova, Jos Lebesque the Netherlands and Thomas Doornbos the Netherlands. Together we have decided to set up store in Groningen: a food delivery service, focused on healthy food. Healthy food will be sold and quickly delivered for a reasonable price. The company will be named Healthy F.C. short for Healthy Food Company. The company will be located on . From which the majority of the city and the outskirts are easy accessible for the delivery. Healthy F.C. will start its service from the second Monday of September 2012, meaning that a final week of promotion is in between the moment on which all students have restarted their study again and the working population is back to work, before opening. Chapter 2 the methodology will describe the path that has lead to this report, in term of planning; task division; team work; research; rules and responsibilities, after which the core section of the report will start in the next chapter. Chapter 3 will describe the core business the Management-section -; this includes the mission statement; goal; products and other important aspects. Furthermore, the internal and external organization will be described. Chapter 4 will describe the Law-section of the business. Chapter 5 will describe the Management Accounting section of the business. Chapter 6 will describe the Marketing-section of the business. Chapter 7 will provide the conclusion of the report and the research that has been done. Chapter 8 will describe the group process, in which all partners will individually give their opinion on the process, the teamwork and the result. Having made all that clear, the final part of the report will contain the bibliography and the appendices.
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2. Methodology
To make sure that we all work towards the same goal and to make working as a team more easy and fluently, we all agreed on setting rules and agreements for the second period. Knowing this is a big assignment, we agreed to schedule two instead of one moment a week, at which we talk things through and work on our Business plan. These rules and agreements can be found in 2.1. Working on this as a team gives us the advantage to divide work amongst us; our preliminary task division can be found in 2.2. The other paragraphs will give information our shared vision on sources; reliability; validity and methods.
2.1. Rules and agreements

BPP has priority during period 2 Responsibility to attend meeting and be productive Use reliable and valid sources Source your sources/research correctly Check each others work on grammar and spelling Let others check your work Give and ask for feedback Check partial plans/reports with responsible teachers Use times new roman size 12, no spacing, justified, chapter headings bold 16
Meetings - Every Monday at Jaaps place - Every Thursday at Jaaps place
2.3. Sources
For the parts on LAW, MAC, Marketing and BMO the main sources are the books that are used for the courses. Other sources will be the related documents on Blackboard. In addition websites and or articles will be used. Sources will be used to find information, the information found will be used in our own words in our document, directly quoted sentences/phrases will be sourced. Both Google as Wikipedia are not considered to be accepted sources. Both can be used to find useful sources. Sources will be mentioned in our document, and can all be found in the bibliography. We are, both as individuals as well as a group, responsible for correct sourcing. We have chosen to use footnotes in our report to not constantly interrupt sentences, therefore making it better to read. No plagiarism will be allowed. We will try to make sure that our sources are objective, meaning they are both reliable and valid. The methods used explained later will help to ensure objectivity.
2.4. Reliability
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We will ensure reliability by using different sources to cross-check our information. We will try to work with official documents; government based articles and or documents, if possible primary and otherwise secondary sources
2.5. Validity
We will use valid sources so our research will be without any doubt. One who will do the same research as we did will come to the same conclusion. To ensure validity, we will use accurate definitions and we will make sure that we measure what we want to measure. Knowing/Checking our source will help with that.
2.6. Methods
We will start with a description of the subject, for instance LAW, the legal plan. One or two people in this case two will be assigned to the part. They will find out by checking the handbook, checking blackboard and if necessary by checking up with the teacher, what needs to be done in order to cover all the information. Doing so, a table of content will be made. Having done so, subjects will be assigned to the content. Blackboard, Course books, reliable websites/articles/documents will be used to find data on the subjects. The useful data will be used as information for our document. Sources will be mentioned.
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3. Management
In general, this chapter will describe the company itself; the idea and the philosophy behind it; the shared values; the strategic goals; the companys structure and the systems of planning and control. In addition it will give the legal form the Healthy F.C; details on the company; a description on the external environment and a profile on all partners.
3.1. General Company Description

Healthy F.C. is a company in the catering industry, offering the delivery service of healthy and home-made food and beverages. All those who experience to have too little time to make themselves a healthy lunch; a healthy smoothie or to cook themselves a healthy dinner, can see their problem being resolved by Healthy F.C. as the company will invest the time they dont have. Whether this is because one is home late from work or study; if one doesnt like to cook or doesnt know how to cook a proper healthy dinner; or when one simply likes to order to save time; Healthy F.C. will deliver at their doorstep.
3.2. Business Idea

The original idea came from one of the founders, when he spoke about the need for an alternative to junk food when you want something to eat that is done soon and that something needs to be done to the fact that lots of students and probably business people alike who dont have or want to take the time to go shopping for vegetables and other products to prepare themselves a decent and healthy mean. At least the majority of all students will be able to relate to this, at least we all did. That was when Euro-signs popped up in our eyes and we all knew it: a company that will offer healthy food without long waiting times would be the answer to all problems. For further information on the early stages of this project, we advise you to read the Progress Report. It was given that legal aspects, marketing and finances had to be researched as well. The philosophy is that no more people need to be hired to run and operate Healthy F.C. The Company is set up and will be run by five equal partners; all responsible to fulfill all daily tasks.
3.3. About Healthy F.C.

The mission of Healthy F.C. is to plan, operate and maintain a delivery system that offers healthy food, a quick service and a competitive price to improve our customers quality of life by becoming an added value within the first two years. Planning, operating and maintaining a delivery service that becomes an added value to our customers quality of life. This by means of a customer relation, measured by retention. It is acceptable to become an added value to once life by offering them the change to buy healthy products. Based on the product combination with the need and competition two years is realistic. A timeframe of two years for establishing a business that meets these goals.
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For the future of Healthy F.C., we have the vision to be the first and best possible choice for our customers in the products and delivery service we offer. We strive to be the leader in the citys healthy food industry. Guided by our values, we will act and continue to improve and innovate in behalf of our customers needs. We see it as our business to be like a maid, who has the mister or misses eggs waiting for them when they gets out of bed; prepares lunch before going to work and has dinner ready when they come home late. We invest the time that our customers dont have or can spend better otherwise. Our success is built on the shared values that are engraved in our foundation: - To respond to customer needs, work to be beneficial and of added value to our customers and to treat them with respect and fairness. - To learn from mistakes and success, continuously improving our business. - To use information and technology to improve our own skills and expertise to achieve performances of a high level. - To treat customers as if they were part of our family, creating a warm relation with our customers. Al partners will live up to our code of ethics: - To show integrity regarding relationships and actions of work - To not let conflicts in personal life harm the professional role - To be trusted with internal information - To always be representative to Healthy F.C.
3.4. Goals
The companys goals are divided into short, medium and long term goals. All goals are formulated specific, measurable; acceptable; realistic and within a certain period of time SMART. 3.4.1. Short time goals During the first year after opening Healthy F.C. our goal is get a foothold in the food industry of Groningen. We want to aim for a warm customer connection; we strive to have a retention rate of 75%. 75% of first-time customers will order again within 3 months and at least 30% ordering again within a month. Because all orders are made online, these numbers are easy to measure. We strive and expect to make a monthly turnover of 5000,- after opening our store, this will result in breaking even at the end of the first year. 3.4.2. Medium term goals In our second year we want to further research our market and explore how we can reach more people with our marketing campaign. The goal is to achieve an 85% score on people who know or recognize our name or logo, checking this by surveys. We want to increase out monthly turnover with 20% by the end of our second year, meaning at least 6000,-
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3.4.3. Long term goals On a long term base 2 campaigns will be launched, one to investigate sponsorship possibilities to sponsor at least one local sports-team in our fourth year; the second to investigate possibilities to extend our business to a restaurant. We plan to establish relationships within the city to provide them with our healthy products for their customers: the UMCG, hotels, day-care and nursing homes.
3.5. Structure
The structure is a very important aspect of the internal side of the company. It will give answer to 3 main questions: Who will do it?- Personnel; Where will we do it? Location and How will we do it? Organization. 3.5.1. Personnel
Alena Eggers
Position in company: Store Manager, Sales representative Age: Nationality: German Work experience: Strengths: Weaknesses:
Thomas Doornbos
Position in company: Responsible for marketing, Sales Representative Age: 24 Nationality: Dutch Work experience: Over 8 years experience in the catering/food industry bars, catering, restaurants Strengths: Familiar with the city, experience in catering industry, big network in the city, can quickly adapt to a new environment, eye for customer needs and marketing. Weaknesses: No practical experience in founding a new company
Jos Lebesque
Position in company: Responsible for facilities, Sales Representative Age: 20 Nationality: Dutch
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Work experience: Strengths: Weaknesses:
Production work, cooking, cleaning, promotion work and call-center. Social, punctual, persistent, different kinds of job experiences. Stuborn
Cornelia Ozarcuic
Position in company: Responsible for financial records, Sales Representative Age: 19 Nationality: Moldovian Work experience: None Strengths: Financial skills, social, high responsibility and reliable Weaknesses: Lack of any job related experience, timid, to impulsive
Jaap Blom
Position in company: Responsible for purchases, website (ICT) and Sales Representative Age: Nationality: Brazilian Work experience: Strengths: Weaknesses:
3.5.2. Job Description In such a relatively small company it is more logical to speak in terms of tasks and responsibilities, rather than jobs. A big company will have different kinds of managers, where Healthy F.C. only has a store manager. All are sales representatives and besides that there are different responsibilities given to each partner. 3.5.2.1. Store Manager The store manager Alena Eggers is responsible for the big picture of the company and management aspects. Each Monday, a meeting will be held mainly to evaluate the last week and talk the upcoming week through. Point on the agenda may be the working schedule, delivery of products, additional orders, feedback and other questions. For these meetings, the store manager has the role of a chairman, meaning that she has to set up and send an agenda to all partners, prior to the meeting. Off course, all partners can address points for the meeting. At the end of every quarter, a formal meeting will be held. This meeting is organized and prepared by the store manager. She is responsible for giving an update on all
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goals (short, medium and long term), provide the partners with the sales numbers and financial records of the past quarter and a prediction of the next one together with suggestions for improvements. 3.5.2.2. Sales Representative All partners are sales representatives for the company. This mean that they either process the orders coming in through the website, of that they actually deliver the orders to the customers. The first part means that all partners have to have general knowledge of the website; they need to be able to get the right information out of it to translate it into the order itself. For the second part, they all have the license to drive both a car as a scooter to deliver the orders to the customers, meaning that they all get in personal contact with the customer. A customer who orders is one thing, but the probability of him ordering again, depends on both the product as the service the experience he gets. The service is more than just delivering the order to the doorstep; it also includes the first personal contact and the after-sale; he part of the process in which a relation with the customer either positive or negative can be build. The attitude therefore always has to be representative to the company; customer friendly; respectful and helpful. 3.5.2.3. Marketing Thomas Doornbos is responsible for the marketing of Healthy F.C. Although all partners can point out their ideas and share their opinions, decisions are being made by voting during meeting, with approval of the store manager. The main task of marketing is to promote the company and its products; to acquire more customers; a higher retention rate and to establish business relations. Suspending his network can be of great value to the company. He must acquire knowhow of the unique selling points of the company and be able to promote these to the public. He is self responsible for providing the store manager with updates on the marketing section and check with those responsible for finance and ICT to back his ideas. Secondary he is responsible for PR, marketing the company and its products through different sources of media. This includes social media in combination with ICT. He will have a big role in the research for the long term goals. 3.5.2.4. ICT 3.5.2.5. Finance 3.5.2.6. Purchases 3.5.2.7. Facilities
3.5.3. Location where do we do it? 3.5.4. Organization how we do it? organigram
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3.7. Company Strengths (USPs) 3.8. Product and Services (PMCs) 3.9. External environment 3.9.1. Suppliers 3.9.2. Customers 3.9.3. Competition 3.10. Summary 3.10.1. Strengths and competitive advantages 3.10.2. Weaknesses and competitive disadvantages
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4. Marketing Plan
A
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5. Legal Plan
A
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6. Financial Plan
A
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7. Conclusion
A
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8. Bibliography
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Appendices
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Healthy F.C.

2.1. Rules and agreements

Meetings - Every Monday at Jaaps place - Every Thursday at Jaaps place

3.1. General Company Description

3.2. Business Idea

3.3. About Healthy F.C.

Work experience: Strengths: Weaknesses:

3.5.3. Location where do we do it? 3.5.4. Organization how we do it? organigram

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