New Beer in the Market-Business Plan

New Beer in the Market-Business Plan - A Business Plan For...

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A Business Plan For Submitted To: Dr. Miguel Bagajewicz University of Oklahoma Department of Chemical Engineering Prepared By: Group 10 Jeff Godwin Sarah Hodge Keith Orendorff Staci Powell Nick Spencer April 30, 2004
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Business Plan April 30, 2004 ii Table of Contents 1.0 Executive Summary . ................................................................................................. 1 2.0 Introduction. ............................................................................................................... 2 2.1 Advantage of a Microbrewery. ....................................................................... 2 2.2 Microbrewery Markets. ................................................................................... 2 2.3 Microbrewery Organization. ........................................................................... 2 3.0 The Product. ............................................................................................................... 3 3.1 Description. ..................................................................................................... 3 3.2 Market Status . ................................................................................................. 3 4.0 The Market. ................................................................................................................. 4 4.1 Description and Demographic. ...................................................................... 4 4.2 Potential Customers. ...................................................................................... 5 4.3 Priority Customers. ......................................................................................... 6 4.4 Competition. .................................................................................................... 6 4.5 Estimated Market Share and Sale Projections. ............................................ 6 5.0 Marketing Strategy . .................................................................................................. 7 5.1 Promotion. ....................................................................................................... 7 5.2 Image . .............................................................................................................. 7 5.3 Advertising. ..................................................................................................... 7 5.4 Pricing. ............................................................................................................. 8 5.5 Sales . ............................................................................................................... 8 6.0 The Enterprise . ........................................................................................................... 9 6.1 Task Timeline. ................................................................................................. 9 6.2 Organization. ................................................................................................. 10
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Business Plan April 30, 2004 iii 6.3 Operations. .................................................................................................... 12 7.0 The Mathematical Model. ........................................................................................ 13 8.0 Financial Projections . ............................................................................................. 14 8.1 Overview. ....................................................................................................... 14 8.2 Graphical Displays . ...................................................................................... 14 8.3 Financial Projection Charts . ........................................................................ 16 8.3.1 General Operating Expenses – Year One . .................................................. 16 8.3.2 Five Year Projection . .................................................................................... 16 8.3.3 Year One Net Cash Flow . ............................................................................. 17 8.3.4 Five Year Net Cash Flow . ............................................................................. 17 8.3.5 Alternative Best Case Scenario. .................................................................. 18 8.3.6 Alternative Worst Case Scenario . ............................................................... 18
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Business Plan April 30, 2004 iv Figures and Tables Figure 4.1: Craft Beer Consumer by Gender. ....................................................................................... 4 Figure 4.2: Craft Beer Consumer by Age. ............................................................................................. 4 Figure 4.3: Craft Beer Consumer by Income . ....................................................................................... 5 Figure 4.4: Craft Beer Consumer by Ethnicity . ..................................................................................... 5 Figure 6.1: Task Timeline . .................................................................................................................... 9 Figure 6.2: Pert Chart . .......................................................................................................................... 11 Figure 7.1: Model Output Variables . ..................................................................................................... 13 Figure 7.2: Model Input Variables. ........................................................................................................ 13 Figure 8.1: Ten-Year Break-Even Analysis. .......................................................................................... 14 Figure 8.2: Ten-Year Cash Flow Analysis . ........................................................................................... 15 Table 4.1: Potential Customers. ............................................................................................................ 5 Table 6.1: Personnel by Division . ......................................................................................................... 11 LIST OF APPENDICES Appendix A: Equipment Costs for a 30 Barrel Process
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Business Plan April 30, 2004 1 1.0 EXECUTIVE SUMMARY Results BCB Company proposes to install two breweries in Indianapolis, Indiana in the first year and Milwaukee, Wisconsin in the fourth year of operation. The Milwaukee plant will be expanded from 6,000 barrels per year to 15,000 barrels per year in the same year it is built. Based on financial data on labor costs, equipment costs, leasing costs, cost of raw materials, and operating costs, a total revenue of $1.08 million for the first year was determined. This is based on operating on a 30 barrel system process producing four batches per week and selling the product for $180 per barrel. A net present worth was determined to be $5,413,000 for a 20 year lifetime of the project. Description of the Business Big Cock Brewing (BCB) Company will be incorporated as a privately held corporation managed by the president. The business of the company is the production of high-quality pale ale beer for local and regional markets. BCB Company will initially produce Rooster Brew to be distributed in bottles and kegs, depending on market demand. The company will produce beer using a 30 barrel system process producing approximately four batches per week, which corresponds to 6,000 barrels per year. The addition of more fermenters as demands increase will increase the capacity by 1.5% each year.
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This note was uploaded on 08/31/2011 for the course CHE 4273 taught by Professor Staff during the Spring '10 term at Oklahoma State.

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New Beer in the Market-Business Plan - A Business Plan For...

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