XXXXX Foods is a lentil pasta sauce processor that is located in SK. XXXXX Foods will have a total of five members sitting on the board of directors which includes two internal and three external members. XXXXX Foods will purchase cleaned lentils from a local producer. The lentils will be cleaned and delivered for processing. They will enter a niche market with a premium gourmet lentil pasta sauce. The product will then be marketed through Calgary Coop out of Calgary Alberta, and eventually through Sobeys in both Alberta and Saskatchewan. Operations Plan
XXXXX Foods will be located in SK. The primary vehicle access, allows ease for sourcing product in and out of the facility. The facility is a 3500ft2 floor heated, insulated building which will be required for production of the pasta sauce.
The production will begin with the lentils being boiled in a steam jacket kettle, which will then be transported into the mixing kettle that will contain the tomato paste. From there the sauce will be placed into 750ml jars, sealed and shipped to the distributors. XXXXX Foods will begin production at 70,000 units in the first year which will leave room for expansion in the future. The majority of the production line will be purchased from Alard Equipment and Handling Innovations. Human Resources
XXXXX Foods will employ a total 7 employees and increased to 9 by year six when production increases. The plant manager will be responsible for the day to day operations. The sales manager will be in charge of selling and marketing the product. They will need to be in contact with distributors and consumers to learn and invent new ways to market the lentil pasta sauce. The secretary will be involved in the day to day administration and regular secretarial duties. The plant workers will be in charge of the processing, filling and shipping/receiving of the lentil pasta sauce production. Marketing Plan
XXXXX pasta sauce will be sold in 750 ml glass jars, XXXXX is a lentil enriched tomato pasta sauce that will appeal to vegetarians and health conscious individuals within a niche market. The sauce will be produced and packaged at the XXXXX Foods production facility in SK and shipped to the Sobeys and Federated Coop Limited (FCL) warehouses in Calgary, AB for distribution. As the health food industry becomes more health conscious, and vegetarians are looking for additional meat alternatives, XXXXX will become a greater demand. XXXXX will be marketed in the health food, specialty food aisle. This offers the product two advantages, the first being a healthy pasta sauce choice, because of the protein found in lentils. The second opportunity is the focus towards vegetarians, as a meat replacement. The specialty nature of the product allows there to be room for a mark-up in price in comparison with competing pasta sauces. A reasonable mark-up is 25 above XXXXX competitors. XXXXX will be strategically priced at 5.88 which is a 25 markup over main stream sauces. The objective of the marketing strategy is to supply Calgary FCL and Sobeys stores with XXXXX in year one, expanding to the surrounding Calgary area in Alberta in year two and three, with a long term goal of supplying the province of Alberta with XXXXX, While obtaining sales targets of 10 of the total target market each year, 30 of the target market will be aware of the product by year three. Awareness of the product will be the primary objective of the XXXXX Foods marketing team. The Calgary Vegetarian Resource magazine will be used as a main resource because this magazine has no charge to advertise. In store taste tests will also be used as well as advertising in fliers, in both the Co-op and Sobeys fliers. XXXXX Foods are also going to advertise in the Country Women, and Flare magazines, because these magazines target the main segment of the target audience. Financial Plan
Ten years of financial projections have been made of XXXXX Foods....
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