<<Eternity Sweet & Co.

>> BUSINESS PLAN

<<Prepared By: Jennifer Tse>> <<Date>>

Business Plan prepared by Jennifer Tse - 1570629

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Table of Contents
Title Page

Business Plan cover_____________________________________________________1 Table of Contents_______________________________________________________2 Confidentiality Agreement________________________________________________3 Executive Summary_____________________________________________________4 Company Description____________________________________________________5 Advisors______________________________________________________________6 Products and Services____________________________________________________7 Advantages to customers__________________________________________________8 Future Developments____________________________________________________9 Marketing/Sales Strategy_____________________________________________10-12 Sales Strategy_________________________________________________________13 Market and Communications Strategy______________________________________14 Researches and Development_____________________________________________15 Staffing and Operations_______________________________________________16-17 Training Plans_________________________________________________________18 The New Technology___________________________________________________19

Business Plan prepared by Jennifer Tse - 1570629

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Confidentiality Agreement
The undersigned reader knowledges that the information provided in this business plan is confidential; therefore, the reader agrees not to disclose it without the express written permission of <<Eternity Sweet & Co./Jennifer Tse>>. It is acknowledged by the reader that information to be furnished in this business plan is in all respects confidential in nature, other than information that is in the public domain through other means, and that any disclosure or use of this confidential information by the reader may cause serious harm or damage to <<Eternity Sweet & Co.>> Upon request, this document is to be immediately returned to << Eternity Sweet & Co.>>

Signature

Name (printed)

Date

This is a business plan. It does not imply offering of securities.

Business Plan prepared by Jennifer Tse - 1570629

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1. Executive Summary
This is a new type of business and market to be developing and building up in Ireland. This is a good start I believed. This is a new business based on our brand new concept and unique idea. Although introducing the new business into this market is very straight forward and its really hard enough, but I believed once when we introduced our business to local people, they will love it very much and really enjoy their live with us. So lets see our amazing opening and shop events with our fantastic desserts, snacks and drinks. Reason that I am now preparing this business plan: This section will highlight all milestones in the companys development over the next five years. Purpose of the plan Product or service and its advantages Market opportunity Management team Financial projections

Financial Projections:
Year 1 Sales Exports Net Profit before Tax Investment Employment 30,000 5,000 25,000 10,000 2,000 Year 2 40,000 5,000 35,000 10,000 2,000 Year 3 50,000 5,000 45,000 10,000 2,000

Business Plan prepared by Jennifer Tse - 1570629

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2. Company Description
This is a Hong Kong Style desserts and snacks shop. Our mission is to introduce different types of desserts and snacks to the people who are living in Ireland. This is a small family business so that we are decided to open a shop and which will be located in Dublin City Centre, in order to build up a good relationship and get in touch with our customers easily. Also will be suitable and convenience to the people who are living in town center or it will be a great place for tourists to visit as well. This is a new unique business and first running in Ireland so the feedbacks and feeling from our customers would be very important. Also we are glad to hear from different types of restaurant as well. Because of that, we believed we could learn from them in the future time when we are developing our business. People that will be involved in starting the business Suppliers (Special ingredients from United Kingdom, local fresh fruits and ingredients (for snacks)) Staffs (cashier, waitresses/waiters, a pastry chef, two helpers in the kitchen, maybe we are going to employ two desserts trainees) Management structure and areas of responsibility will be my mother and myself. So that staff can report to either me or my mother directly for issues, which means we will both doing the CEOs works and the management in the shop. Because this is a family business, so that the cash investment will be from our family or the shareholders can also be our relatives

Note of point 2: we are going to employ two desserts trainees Why do we decide to employ two desserts TRAINEES? After two years, myself would be a fresh graduated student and looking for a job down to somewhere else on the street. I knew that there is lots of companies are looking for graduated student BUT they are also looking at your work experiences as well. So we decided to employ TRANINEES is because we believed that we could give an opportunity out to them for trying to do this job. That might improve the Irishs economics.

Business Plan prepared by Jennifer Tse - 1570629

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Advisors
We might get some legal or financial advices from the bank and the solicitors Ivan Williams Williams Solicitors 31 Dame Street Dublin 2 Tel. 01 6753002 Fax. 01 6753754 Jessica Li Bank of Ireland
2, College Green Dublin 2

Tel. 01 6776801
Fax. 01 6770271

Business Plan prepared by Jennifer Tse - 1570629

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Products and services

Background to its development:

Sweets, the treatment of depression, relax. Therefore, mostly the people would like to eat some sweet things to relax their own mood at unpleasant time, forget the weight loss, forget to keep fit, forget to do exercises. Generally, people like to eat sweet things that is not a bad temper, or even when people are in a bad mood they may be chocolate, cakes, puddings, candy and all sweet foods metabolic depleted Benefits and Features:

Having desserts after your dinner to enjoy your real life Out of the traditional style, mixing different food is the ultimate creativity of Hong Kong people. Especially after dinner, we decided to create combinations of fruits with the desserts. For example: A traditional desserts (Almost every Hong Kong people love it.) Simi Mixture with other seasonal fruits with either skimmed milk or coconut. It is very healthy and we can make them easily. We are going to adopt fresh fruits and ingredients in Ireland so that customers can enjoy our fresh healthy desserts. We are going to make the desserts and snack every morning and make sure that the desserts and snacks will not stay overnight. We will control all the quality of the desserts or snacks. From my points of view, there are so many people in Ireland that love desserts, but as I can found in this desserts market was there is just only a few style of desserts. So I decided to bring different style of desserts into Ireland to let people try different type of desserts. Also, there will be different and fresh Hong Kong style snacks in our shop as well, so that people can try more different new food and desserts or maybe even feel the local culture. Unique selling points:

Our unique selling point is to bring the new style fresh fabulous healthy desserts or snacks to the local people. We are going to pay attention on appearance of the desserts. Of course, we do offer many unique desserts. We also offer fresh seasonal slush and desserts made with fresh fruit such as in summer, we are going to offer some desserts or slush related to watermelons, blueberries etc.

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Advantages to customers:
Different type of Hong Kong style desserts will have different type of benefits and effects to our human body For example: Tremella fuciformis pear soup Benefits and effects: Cosmetology, against cancer, Comfort lungs (in Chinese medical terms) We are going to hold a function for every festival so each customer will be invite to get involve into our function. They will be able to meet more Chinese or Cantonese people When customers entered in our shop, they can feel the atmosphere and culture are strongly different than other cafs or restaurants. Because of that customers can understand more about our culture and have some fun in our shop Because we are holding functions during festival, so each customers will able to increase their social life area as well

Disadvantages or weak points:

There might be some disadvantages or it might be not. Because its really depends on how do our customers control themselves to eat the amount of desserts. If they eat desserts excessively, that might cause increase fat or diabetes at the end. But if our customers eat right amount of desserts that might be good for them, especially the Chinese or Cantonese types desserts (Tong Sui). In my considerations, the weak points will be hard to introduce these new things to the Irish people or even foreign people. Also, its hard to persuade them to come to our shop and try new things because this idea is totally new to our foreign people.

Business Plan prepared by Jennifer Tse - 1570629

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Future developments
Really put 100% focus on our desserts appearance and qualities of them in order to attract more different people to be our potential customers Make our shop become famous, spread other branches out to the other part of the world (i.e. Africa, USA, Germany, Italy etc.)

Future Product Development

Uniqueness will be increase in the desserts section Quality development Taste development (Collect from our feedback forms that were filling in by our potential customers or even our new customers. Then we can accord what do our customers needs and then we can do much better and give offers out to our customers.) The design of our take away boxes surface will be decided to change regularly. In order to get the first and best attraction from either the people or existing customers.

Future Market Development

Maybe expand our target market Maybe open a combination Restaurant with dessert sections and offer great deals to our customers so that they can have more choices in the food market

Business Plan prepared by Jennifer Tse - 1570629

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3. Marketing/Sales Strategy
Marketing Strategy Competitive Analysis How I will position my product or service in the market and differentiate it from its competitors: Now, there are many restaurants are selling desserts after meals to their customers, but almost the desserts are made by their own staff, so I believed that the quality and taste will be different than my products. So I decided to sell my products to minority restaurants as a supplier first and see if they like our supply or not. I believed that if their customers love our desserts and snacks there would be a few advantages and disadvantages:

Advantages:
1. If the staff of the restaurants sell our desserts or snacks will be improve certain amount of customers coming into their restaurant 2. If they sell our desserts or snacks to their customers, they can order more desserts, snacks and food, so that will be increase their profit 3. If they sell our desserts or snacks to their customers, and their customers like it very much, than they perhaps could increase their famous level in the market 4. Customer will know where will the desserts and snacks came from if they ask the staff in that restaurant.

Disadvantages:
1. According to our humans term, once if they increase their profit and famous level in the market, they would not tell the truth to their customers. For example, A come into their restaurant, ordered the special desserts, A ate it and asked the staff: This is a very good desserts, do the staff of this restaurant made it? now, the staff will say yes. Because he wants this customer come to this restaurant again. I estimated the disadvantages myself and understood why will the staffs did that. But this is a huge disadvantage to us. Because once if the staff did that, there will be no one else will know where did the desserts came from. The reason that I decided to sell our product to the restaurants is because the feedbacks and effectives from the customers are mainly important and also we can position our products and shop in this market very well. Business Plan prepared by Jennifer Tse - 1570629 Page 10

Which segments of the market will be targeted first and why? I think the geographic segmentation of the market will be targeted first. Because there are lots of different shops in town and people usually go shopping during the weekends and also there are lots of people working in town during the weekdays so we decided to bring our culture and food into town and let people to enjoy them. They can either come to our shop after work or after they went shopping. Therefore, our shop is also a best place for customers to relax or even sits there and chats with their friends. So we decided to build our business in town and bring our best food, best services to serve different people. The target group will be businessman, children and their parents. Because we can sell our products to businessman especially during lunchtime, they can come into our shop and take an order with snacks and desserts. They will felt lots of happiness and energetic after lunch when they are going back to their office. The work pressure and the strong atmosphere are decreasing and good for their health and behavior. Regarding to the children and their parents, I think that the appearances of our desserts and snacks will be successfully attracting children. Children would like to try new and beautiful things because they all have curiosity. Therefore, children will ask their parents to bring them to our shop. How will this be developed to reach the full target market? We are going to decide more seasonal desserts (sweet soup) to attract more customers to come into our shop so that they can try different types of desserts (sweet soup) in our shop in different seasons. I expected there would be more and more people to come into our shop based on our shops location and spread good feedbacks to their friends, family and relatives. According to develop the taste of our desserts (sweet soup) and snacks, we are going to collect some feedbacks from our customers then we can develop our desserts and snacks quality. How will you differentiate your product or service? In order to offering greater products and services to customers we decided to give some train out to our staff and make sure they are nice, friendly, polite, hard-working to serve our customers. Also, we are going to do the quality restrictions every week and make sure the quality of our desserts and snacks can be the best to serve our customers and thats the guarantee to all our customers so they can come in and order food without any worries

Business Plan prepared by Jennifer Tse - 1570629

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What potential customers have you already targeted? Our potential customers would be people who came from Asia and who are living in Ireland. They are already our potential customers. Asian always wish to have specific desserts and snacks to eat especially the food are from their countries. So I believed that they would be very happy to taste our food. The potential customers would be spreading out the feedbacks and introducing them to local residents. Because I am sure that they would be proud of our shops. What contacts can be used to generate market awareness and sales? An in shops promotions would be holding on for every weekend. People can come into our shop and grab a small portion of allocated desserts or snacks. Also, we would be creating a loyalty card for earning points and get rewards. For example: we sell a mango pudding for 3, if the customer is holding a loyalty card, he/she can earn 3 points. If he/she reaches 100 points, he/she can purchase any type of dessert and get another one for half price or he/she can exchange for a small special gift. There will be different rewards and surprises given out in different seasons. Except the promotion, there is another important thing to do to generate market awareness and sales. That is advertising. Although our shop is a really small business, but I have confidence that our business can grew up like the snowball effect and become big business in the future. So I decided to design a website, build up a Facebook Like page and design some leaflets to give out to people. Building up a website and Facebook like page is really good for advertising and the costs are very low and very suits our small business to run. There is a huge effort from a website. Because once we built the website, everyone from different countries can see it and its really good for tourists. Who will do the marketing: staff, agency, and reps? My idea is to recruit some potential marketing people to be our marketing representative. I think this idea is pretty good because I can recruit a graduated student and give some training out.

Business Plan prepared by Jennifer Tse - 1570629

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Sales strategy
How will you sell your product or service in to the target market? Products Price that we sell to customer in our shop 5 euros ~ 30 euros 5 euros ~ 15 euros 3.50 euros ~ 25.99 euros Price that we offer to the other restaurant 3.75 euros ~ 22.5 euros 3.75 euros ~ 11.25euros ----

Desserts Snacks (Limited amount of) Drinks

1. Promotion Plan
In order to introduce our shop, snacks and desserts to foreign people, Irish people, we decided to Design some brochures and posters to spread our messages and shops details out. Create a website, there will be some video, news updates, recipes, forum. Customers can easily access to our website and discuss, ask questions in forum. Create a Facebook page, it is really convenience that we have this Facebook page because people can know how direction and new updates menu immediately once they clicked on our page. Maybe create a unique video and put it in YouTube and Facebook page so people can view that video and visit our shop We are going to organize shop promotions maybe twice a week in our shop. For example: when we discovered new desserts or new snacks, we can do a promotion in our shop and let people to try our new invention

How will you set the price charged for your product or service?

Pricing
A fair price will be mark up for different type of desserts and snacks Based on the Irish economy now, we decided to put our price down a little bit and to match the market price to our customers 75% of the original price will be offered if supplied to other restaurant. There will be some limited promotions and special offers in a limited time and date so that our customers can enjoy our special offers and get a specific discount off in order to save their money at some stage A buy three get one plan will be applied on our drinks menu

Business Plan prepared by Jennifer Tse - 1570629

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Market and Communications Strategy

How you will promote your product or service in the marketplace? Because we decided our own website so that we are going to put some advertisements on the website, so that people will see that while they are viewing our website Direct marketing will be used to our exciting customers by sending text messages. Examples: inform them to join our shops events; notify them for discount off of specific desserts or snacks etc. A clear products and company descriptions will be setup on Facebook page as well. People can Like our page and check our news, updates and location everyday on Facebook. Also, those details will be up on our website page as well Facebook also can be used as a discussion page as well, people can post anything on the Facebook wall and we will look through everyday in order to get opinions and answer questions from people and our customers

Competitive Advantage:
Unique features people havent found any of our desserts yet in Ireland, appearance of our desserts and taste of our desserts and snacks (will be very special) Price will be economical and good for low income family New technologies or systems

Business Plan prepared by Jennifer Tse - 1570629

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4. Researches and Development

Technology Roadmap In todays world, technologies become more advanced more popular from now on, so basically the technology is improving everyday. I think we should follow this trend and push our market into the technologies market. That will bring us the following advantages: Improving operational efficiencies Receiving the orders from the customers by using the new technology. For example, customers can use our iPads in store for taking orders, then the foods that theyve ordered will send to our receiver (which is located in the kitchen) directly. Our staff can make the food as quickly as they can. These processes have been save a lot of time. Obviously, can improve our operational efficiencies. If the customers are using their iPhones or Android Phones, they can simply install our apps and start using it for taking orders and view the menus, that will also save a lot of time for them either eat in or take away. Keeping data secure A new technology that weve used is also very good for keeping data secure. No matter for our store, our staff or our customers. How to keep data secure? In order to keep data secure there will be specific software that we are going to install it in our store system.

Future development
According to the technology information from the above, we will be in a consideration if the business is going well and gaining profit, we can open a new technology line for dealing with the retailers and to improve the operational efficiencies with the retailers.

Business Plan prepared by Jennifer Tse - 1570629

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5. Staffing and Operations

Company structures

Manager Director

Kitchen Staff

Kitchen Staff

Marketing Department

Waitresses/Waiters

Cashier

Customer Service

Pastry Chef

Pastry Chef

Pastry Chef Trainee

Pastry Chef Trainee

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Explanations to the Company structures from the above: Waitresses/Waiters, Cashier and Kitchen Staff will be reporting directly to the manager director. The two Pastry Chef will be working under the two kitchen staff also the pastry chef will be reporting directly to the kitchen staff. There will be two Pastry chef trainees working under the pastry chef; also they will be reporting directly to them. The staffs that are working in the Marketing Department will be reporting directly to the manager director, this is very important that we can get in touch with each other for the promotion and marketing development. The Customer Service Department is very important that the staff can deals with customers queries and also they will make sure that our production and operational efficiencies will remain the best to give out to our customers. They will also deals with complaints. ** Manager director will be my mother because she can take responsibility on making any decisions and knows more about our company**

Production Efficiencies
The manager director will make sure it is operating at maximum output at minimum cost per unit of output and the stock level is up to date. That means we will make sure there will be plenty amount of food to offer to our customers and there will be plenty of ingredients to make the food. We will do a stock check every Friday week. This is aim to see and check there are plenty of ingredients in stock and well prepared to make the food. Also, In order to keep the ingredients fresh and up to date, we will check the expiry date of those ingredients as well.

Operation Efficiencies
Opening hours of our shop: Monday Friday: 9:00am*-10:30pm Saturday Sunday: 10:30am-7: 30pm *We offer early bird from 9:00am-11:00am Delivery Services: Starts from 6:00pm everyday

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Training Plans
A training plan will be applied for those staff that hasnt got any experiences of their work positions.

For example:
Ive recently employed a staff called John. He will be working in the waiters position. But he hasnt got any waiters experiences before. Before he takes part in the position, we decided to give him a training to train his skills up. This training will continue up to three to four weeks. How much salary will each employee receive? For the waiters/waitress and the pastry trainee, they will get 9.44 per hours and they need to sign the contract with us for a year. For the pastry and kitchen staff, they will get 10 per hours and they also need to sign the contract with us for at least a year and a half. We will buy the workers insurances for the pastry and kitchen staff. For the cashier and customer services staff, they will get 350 - 400 per week with no insurance. Lastly, for the Marketing Department staff, they will get approx. 600 per week + bonus.

Business Plan prepared by Jennifer Tse - 1570629

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The New Technology

The new technology that I am going to introduce is the IOS APP and the ANDROID APP. This is a really brand new technology that will bring convenience and efficiency to our customer. In todays world, there are many people own a smartphone. So the idea is to get our menu all stored in this app so that can upgrade our operational efficiency. Customers and the users can get our app from the App Store or the Android Market. They can view our menu, location, contact details, opening hours, making orders, fill out our feedbacks form using this app.

Business Plan prepared by Jennifer Tse - 1570629

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Business Plan prepared by Jennifer Tse - 1570629

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