In the first part of a juice bar the business plan must present the team and the genesis of the juice bar project.
The objective is to explain the motivations that lead the project leader to
open his juice bar and demonstrate the human/project adequacy: this part aims
to give confidence to the funders, to show that the project leader is capable
of making the structure profitable make it sustainable.
Therefore, the analysis and
argumentation approach is similar to that adopted for any professional
retraining. And this, taking into accounts the fact that a juice bar owner must
be able to justify, at a minimum for the business plan:
Experience and skills in
managing a profit center: a juice bar is an establishment whose management
must be very supervised, solid, and reliable to guarantee its profitability.
Experience and skills in
customer relations, sales, or events for your business: a juice bar is,
above all, a place of life and exchanges in which the personality and the
manager's ability to make contacts are essential.
To prepare the rest of the
document, particularly the market study and the presentation of the marketing
strategy, it is also in this first part of the juice bar business plan that it
may be relevant to "tell" the discovery and the choice of the juice
bar franchise. For example, how it was known, what criteria guided the choice, etc.?
Present the market research for business plan
In franchising, the national market study, referred to as the general state of the market, is provided by
the franchisor. This global presentation of the main consumption trends of
juice bars, average baskets, attendance rate, etc., should be included in this
part of your juice bar business plan.
The project leader must also
complete this general presentation of the market with an analysis of his
catchment area. And on this point, it is advisable to reverse what is done for
other sectors of activity if the project concerns a drink juice bar. This is
because the law provides for numerous exclusions from establishments for the
places of alcoholic beverages.
This local market analysis should
make it possible to select a location for the future juice bar and defend its
relevance to funders.
Outline the marketing and communication strategy
for the juice bar
With a juice shop franchise, the
marketing strategy and the national communication strategy presented in the
business plan are provided by the franchisor. Indeed, the marketing strategy
(specificities of the juice bar's offer, price positioning, target, etc.) is a
key element of the brand's concept.
These are marketing positions
dictated directly by the franchisor and presented in the juice bar business plan
while being linked to the market study, the results of which were presented
just before.
Very often, the franchisor gives
a guideline regarding the marketing actions carried out throughout the year,
on-site, on social networks, etc. And it is finally the franchisor who manages
the national communication of the brand to develop its notoriety with
consumers.
On the other hand, it is up to
the franchisee, future juice bar owner, to decide which strategy to implement
for his local communication, in particular before opening. This communication
can include an inauguration, a private evening during which certain important
cultural, political, and economic players in the catchment area can be invited.
It is also common to set up a promotional offer to attract customers during the
first days of the juice bar's opening. Finally, the sponsorship of sports or
charitable associations can make it possible to generate, before the opening,
articles in the local press likely to publicize the future establishment.
In any case, these strategies should be
presented and made explicit in the juice bar business plan.
Demonstrate the economic model and financial
forecasts
In the juice bar sector,
competition is fierce, and profitability is not always present. It is for this
reason that franchises have been gradually gaining ground for many years.
Indeed, juice bar franchises have succeeded in articulating an attractive and
appealing concept for consumers with an efficient business model for
franchisees.
Sourcing of products (drinks and
raw materials for recipes cooked on site, whether they are ready meals or
appetizer boards), the cost price of recipes, organization of workstations,
type of premises and maximum amount of acceptable rent, average basket, etc.:
all these elements have been calibrated on the pilot units and the brand's
other franchised juice shops and can therefore be reproduced. The juice bar the business plan aimed at demonstrating the project's profitability to funders
must therefore include these elements. The same goes for financial forecasts,
which can be drawn up based not only on market research data but also on the
balance sheets of other juice bars in the network.
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