1) Executive Summary
1.1 Overview and summary of Business Plan
Mama Mia is a goat milk yogurt dessert bar described as a self-served dessert bar where by customers will be able to enjoy choosing their own yogurt flavor with different types of fruits and topping.
The aim of this business is to incorporate limited unique flavours (e.g: Pumpkin, Eggnog, RootBeer, Key Lime Pie, Bread Pudding Yogurt. etc.)
The Mama Mia menu sets us apart from other dessert bar, giving us a competitive edge. We carry the highest quality fresh goat milk yogurt.
The yogurt provided by “Mama Mia Goat Milk Yogurt” are different from the common yogurt found in the market. They are 100% made from fresh goat milk produced daily with no any other preservatives added.
A business proposal to start up a yogurt business to provide healthy dessert is to focus on local markets, with a special focus on healthy conscious customers who enjoys having dessert with healthy ingredients. Singapore provides an excellent climate for our dessert bar as customers are more willing to spend more money dining out than anywhere else in the country.
The retail outlet will be rented at one of the targeted location shopping malls. We will equip the outlet with modern furniture and aim for cleanliness and an open feeling. We are currently looking at several possible sites in shopping malls along Orchard Road.
1.2 Business Objectives
To introduce healthy yogurts made of goat’s milk with no preservatives added to the market.
To promote as a healthy dessert to the market and to make our “Goat Milk Yogurt” an unique and exclusive brand in the future -market.
To establish a presence as a successful local healthy food outlets and gain a market share in Singapore's food industry.
To expand into a number of outlets by year three, and sell the franchise to neighboring metropolitan cities, such as Kuala Lumpur
1.2.1 The advantage of using goat milk against traditional cow’s milk are as follows:-
The fat in goat milk is in smaller globules. Smaller fat globules provide a greater surface area for enzymes to break down the particles, enabling easier digestion. In addition, goat milk lacks 'agglutinin', a factor present in cow milk that makes fat globules in milk clump together.
Goat milk fat contains a significantly greater proportion of short and medium chain triglycerides (MCTs) than cow milk fat, which contributes to more rapid digestion. Goat milk is higher in caproic (C6), caprylic (C8), capric (C10), which total 16% in goat milk (compared with 7% in cow milk). They have been used to treat malabsorption symptoms, intestinal disorders, premature infant feeding etc.
Goat milk forms smaller, softer, more easily digested curds in the infant stomach, which eases the digestive process. Goat milk, due to absence or low levels of alpha-s1-casein, produces curds that are weaker and less firm than cow milk.
Goat milk has better buffering capacity than cow milk at the pH-temperature conditions that exist in the stomach. This can be very useful for those with gastric ulcers. Goat milk contains bio-active factors such as insulin-like growth factor.
1.3 Overview of market potential
Nowadays, people are getting more health conscious and will be careful with their health and foods they are eating. The fact that studies are showing that it improves gastrointestinal conditions such as constipation, gas, bloating, diarrhea and the infection that causes gastric ulcers is an added bonus. Even government are promoting healthy lifestyle programmes island wide. With our launch of “Mama Mia Goat Milk Yogurt” into the market, we aim to promote this brand as a healthy dessert to the market. As this is not a common yogurt in the market, we will need to convince the consumers by showing them the best result of taking “Mama Mia Goat Milk yogurt.”
1.3.1 Business potential of unique products and services
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