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TABLE OF CONTENT
I.
TECHNICAL SURVEY
Business Model Canvas
Summary of the business
1. Objectives
2. Mission
3. Location
4. Description of Products and services
5. Supply of raw materials
6. The production process
7. Production capacity
8. Construction
9. Equipments
10. Taskholders
II.
MARKET SURVEY
1. Customer segment
2. Competitors
3. Offer
4. Demand
5. Potential market
6. Marketing strategy
7. Potential Market
III.
IV.
FINANCIAL STATEMENTS
1. Proforma Cashflow: Year 1
2. Proforma Cashflow: Year 2
3. Proforma Cashflow: Year 3
Name of Company:
Manager:
Type of operation:
O'FRESH Sarl
Manufacturing
Ltd (Limited)
Adidogome, Assiyeye
Lionel MISSIGBETO
Tel: (00229) 94991145/93 75 97 75
7 134,000F CFA
1,000,000F CFA
(2000 US Dollards)
INVESTMENT NEEDED:
Name: TETEH
Email: masstet@gmail.com
Vocational training: 2 years training in Entrepreneurship and Leadership in the Canadian Institute
named van Duyse Entrepreneurial Leadership Institute; Holds an A level in technical studies,
2years studies in Law at the University of Lome, Togo.
Professional Experience:
2015: Technician at MOMO Water in Benin for days.
2014: Participant of TRADING Game that involves making money from a small thing. From a
stone we collected a sum of 1,200,000 F in a month.
2014: Participant in the activity called "14 days product creation challenge" and I was the Team
Manager and within 14 days the goal was to sell food, "Atsk" and earn 50,000 francs CFA.
2014-2015: VELI Ambassador (Canadian Institute), which is to travel through West Africa in 3
months with 0 franc. I passed through Benin, Togo, Ghana in 3 months with 0 franc.
2013: Representative and Company, Commercial agent Togolese in Benin X-PRO for 6 months.
2009-2010: President of the Association of Young and Rural Development for 1 year.
I.
TECHNICAL STUDY
PROBLEM
Every year, the poverty rate is going high. Millions of tons of food are exported from Africa.
Farmers like to sell their made to foreigners
while thinking that they will gain much than
selling locally.
When the products are now imported
into Africa, the price become unaffordable,
what cause millions of people death because of
lack of means.
CONSEQUENCES:
In our study, we discovered that in
many African countries only 3/10 are
eating 2 times a day. They lack food but
they are the ones that are cultivating. They
lack pure water. They always drink
unclean water as these pictures shows.
This is real. Not only in Sahel.
These problems
opportunity for us.
become
an
SOLUTION
Provide food, clean water to the population by having the capacity to buy the product that
farmers are producing at a good price as foreigners so that the food become available and cheaper
for everybody. We must have the manufacturing company that will be ready to manufacture a
quality product at a good price.
Saving peoples life must be the first priority in Africa while continuously making money.
When we solve that problem we will become the most profitable business in Africa and in the
World.
Step 2:
-
Create the food manufacturing company and solve people needs all over the world.
1. OUR OBJECTIVES
2. MISSION
Save peoples life, and give them a chance to live a better life.
Produce made in Africa and be available in the five continents of the world.
Decrease mortality rate related to unclean water drinking. Provide healthy and clear water,
with natural flavor, and full of minerals worldwide. Making water available in all cities and
villages of Africa to all social classes.
3. LOCATION
Implantation area
We will implement our business in Lome, precisely Adidogom walking near Assiyy.
The quality of the land in Adidogome is the best that can produce a quality water.
Availability of labor
The site is close to the city and easy access even for cars.
Accessibility
Our company is available 100 meters from the main road Lom-Kpalim. A well-marked path
leaves the main road and leads us to the company premises.
Commercial Area
Our commercial area is Lom.
DISTRIBUTION
AREA
Seasonal
Full-time
Purchase places
Price
Distance
Bag of water
Adidogome
1500F to 34000F
15km
Maintenance
Motorbike
of Adidogome
1950F per kg
16km
Fuel
Adidogome
18km
b. PRODUCTION: Supply of raw materials: purchase places, storage facilities, speed
of use.
Raw materials
Purchase places
Price
Distance
Packing bag
Lome
1500F to 34000F
15km
Sachet of water
Agoe (Lome)
1950F per kg
16km
Port (Lome)
18km
ACQUISITION DATE
Distribution
1 OCTOBER 2015
Building
Purchase Motorcycle
Drilling
Approval from the government
Hiring
Start production and sales
Purchase of equipments
7. PRODUCTION CAPACITY
PRODUCTION TIME
17H 22 H OR 7H TO 11H
SUPPLIER COST
We have actually 2 suppliers in Togo about the water bag; and when we discussed with them, only
one is ready to provide us at this price:
0- 500 kg
500 kg- 1000
1000& more
1950 FCFA/kg
1850 FCFA /kg
1800FCFA/kg
The conditioning bag cost: 1000 sachets for 20000 Francs CFA
After all our COGS per bag is: 140 Francs CFA when we are buying the sachet in detail
and at 106 Francs when the sachet is in bulk.
1KG can make 17 PACKS of 30 sachets
20 KG will produce 340 PACKS
One roll of 20 KG bring a profit of 85000 - 47600 F= 37400 Francs
SALES
We interviewed more than 15 distributors that said they sell at least 200 to 500 bags a
8. CONSTRUCTION
Surface covered
Our company is on a semi-batch surface. This is the plan.
100m
Garage
4m
STOCK
ROOM
5m
PRODUCTION ROOM
MY ROOM
Machines
The production machine occupies 1m and the machine that treats water also occupies 1m. It will
remain 18m.
Packing Area
The packing room is 16m.
4M
EQUIPEMENTS
SETTLEMENT OF THE COMPANY
Drilling
Building
Meason
Electricity
Carpenter
Paver
SUB-TOTAL 1
AMOUNTS
900000
765000
250000
250000
239800
2404800
200000
200000
200000
100000
300000
15000
63000
1078000
400000
34400
35000
100000
569400
GRAND TOTAL
14012200
The production agent: He will ensure excellence in the production of water and put it in
the bags. He must check the machine and make sure everything goes well. He ensures the
maintenance of the machine on a daily basis.
The distributor: He needs to have a good contact with the customers. He has to report on
a daily basis the sales and the customer feedbacks. He is required to promote only our brand and is
committed to work to ensure that our brand covers the entire city of Lome.
The team holds the security of the company.
1. CUSTOMER SEGMENT
Our targets are pure water vendors, retailers, distributors who buy so that the end consumer can
come and buy. They are females of 23-55 years.
In our surveys, 97% of our customers want to buy water that has a good taste, 78% want water that
is certified by the government, 95% are concerned by the rapidity in the distribution and 100%
want to earn more money by selling water.
Estimation of prospects
165 prospects
2 Year
270 prospects
3rd Year
325prospects
10
11
12
TOTAL
1st
Year
2ndYear
3rd
Year
10
10
10
10
10
15
15
15
15
15
20
20
165
165
20
25
20
25
20
25
20
25
20
25
20
25
25
25
25
30
25
30
25
30
25
30
25
30
270
325
435
760Clients
SUM
Daily sales
Monthly sales
Yearly Sales
200-450/ day
5200- 11700/month
62400 140400/an
2 YEAR
350-500/ day
109200 - 156000/an
3rd YEAR
400-600/ day
124800 187200/an
1st YEAR
nd
Names
Weekly order
Telephone
TETEH Biova
20 sachets
00228 91 59 36 04
Joujou TETE
30 sachets
GAVOR Xola
200 sachets
00228 92 37 51 23
2. COMPETITION
CLEVER
400 F Cfa
OCOOL
375 F Cfa
TONUS
300 F Cfa
ATLAS
300 F Cfa
AQUAPUR
350 F Cfa
MOBILE
350 F Cfa
AKOFA
300 F Cfa
BEATITUDES
300 F Cfa
VITA FRESH
300 F Cfa
Number: 20
Their strengths:
- They already have a sales force on the ground.
- They already have their customers,
Their weaknesses:
- The water of some competitors has a bad taste.
- Some competitors customers complain of the service offered.
- Lack of means of distribution of some companies which contribute to delay in delivery
3. OFFER
We will be able to deliver 1,000 bags per day with one machine.
4. DEMAND
The demand for water is increasing worldwide. With this plague of overpopulation, we collect a
greater demand for water. 5/10 people consume at least 1-2 pure water throughout the day. In a
city where 1.6millions live, 800 000 people consume pure water per day, which are approximately
26,667 packs sold per day.
In years to come, when the rural exodus will still breadth, the population will increase by 1.6 to 2
million which will further increase the demand for water.
This opportunity leads to the production of bottled mineral water. The Ghanaian market is
also exploitable, Benin, and Nigeria the largest consumer. If our mineral water exists in these
countries we will do a number of significant business years.
6. MARKETING STRATEGY
Our marketing plan will be detailed according to the 4P theory. It will consist specifically of
Politics of Product, Price, Distribution, and Communication.
A. The Product
a. Products name
Mineral water bag that we offer is named O'FRESH. "O" is the intonation of "WATER" in French.
FRESH, English word meaning "cool. O'FRESH therefore means fresh water. This name was
chosen to position the product in the mind of consumers; it is also easy to pronounce; and on the
other hand the majority of our end consumers want to drink fresh water.
This means that any time a client asks a vendor that he wants to buy fresh water, it will be
expected to hand over the O'FRESH increasing our turnover from free advertising.
b. The Packaging
B. The price
Our price includes all factors: production costs, profitability requirements, product quality, product
image and targeted audience. From the perspective of the local competition, our selling price will
be almost the same as set by competitors. What drive this is the target customers that we choose.
Compared to O'Cool, the leader in the market which is selling their water at 375Francs while
FOUNTAIN and MOBILE are selling theirs at 350Francs. All other competitors sell their water
at least 300 francs.
We choose to sell our product at 300 Francs.
C. Distribution Policy
Our water will be sold in West Africa TOGO,
specifically in Lome.
In this context, we will apply a selective and exclusive
distribution strategy. We will have to start two main distribution channels:
a. We note the short channel distributing water directly to end-consumers who are restaurants and
retailers.
b. And the distribution from semi-wholesalers who, by definition, sell to retailers and retailers to
final consumers. It has outlets (deposits) that offer the product to retailers.
c. Deposit: We will have stores that we place in various areas in order to be closer to customers
and facilitate distribution.
D. Communication
Door to door: O'FRESH will apply the non-media communication that is centralized on the doorto-door.
Website: We will have a website that we will take care of every day with advice, interviews, and
testimonials from our satisfied customers. It will also be available for any remark made by a client.
We will also be posting videos and free advertising.
Fan Club O'FRESH: This fan club will bring together all consumers or clients who will invite
their friends to enjoy a monthly training in order to increase the productivity of their business.
They will give the testimony around the country.
Our distributors need to earn 3 to 5 new customers every week.
Business Name:
# of people reached:
# of Targeted Prospect:
Size of Ad:
Cost:
500
200
20 days /month
20.000 CFA
FINANCIAL STATEMENT
V.
2. Supply risks
There are two suppliers of sachet in Togo, but only one is available to serve us. We will
take care to have a stock before passing the command.
3. Technical risks
The production machines can be broken down. To avoid it, we need to hire a technician
that knows how to fix the machine and is obliged to take care of it all day. He has to train also the
bosses in the domain.
YEAR 1 IN DISTRIBUTION
Sales
Price
12 Month
Total
Month 2
Month 3
Month 4
Month 5
Month 6
Month 7
Month 8
sept-15
oct-15
nov-15
dc-15
janv-16
fvr-16
mars-16
2 600
5 200
7 800
7 800
10 400
10 400
14 300
Month 9
avr-16
Month 10
mai-16
Month 11
Month 12
juin-16
juil-16
aot-16
7800
13000
10300
1) SALES PROJECTIONS
Name of Products or Services
Bags of pure water
Sales of competitors water
300
125 800
15 600
20 600
2 600
5 200
7 800
7 800
10 400
10 400
14 300
15 600
20 600
7 800
13 000
10 300
100 000
196 000
513 000
1 051 000
561 000
1 192 000
923 000
1 757 500
2 702 500
4 072 500
4 306 500
4 987 500
780 000
-
1 560 000
1 560 000
2 340 000
2 340 000
2 340 000
2 340 000
3 120 000
3 120 000
3 120 000
3 120 000
4 290 000
4 290 000
4 680 000
4 680 000
6 180 000
6 180 000
2 340 000
2 340 000
3 900 000
3 900 000
3 090 000
3 090 000
2) PROJECTED INCOME
Bags of pure water
Sales of competitors water
300
0
37 740 000
37 740 000
Total Income
780 000
15
1 887 000
214 500
2860000
234 000
3120000
309 000
4120000
117 000
1560000
195 000
2600000
154 500
2060000
39 000
520 000
78 000
1 040 000
117 000
1 560 000
117 000
1 560 000
156 000
2 080 000
156 000
2 080 000
27 047 000
559 000
1 118 000
1 677 000
1 677 000
2 236 000
2 236 000
3 074 500
3 354 000
4 429 000
1 677 000
2 795 000
2 214 500
10 693 000
28,3%
221 000
28,3%
442 000
28,3%
663 000
28,3%
663 000
28,3%
884 000
28,3%
884 000
28,3%
1 215 500
28,3%
1 326 000
28,3%
1 751 000
28,3%
663 000
28,3%
1 105 000
28,3%
875 500
28,3%
870 000
60000
60000
60000
70000
70000
70000
70000
70000
70000
90000
90000
90000
120 000
10000
46000
45000
60000
120 000
10000
46000
45000
60000
120 000
10000
69000
45000
60000
120 000
10000
69000
45000
60000
120 000
10000
69000
45000
60000
200
Gross Profits %
50000
100
30
900 000
60 000
414 000
405 000
540 000
360 000
3 559 000
60 000
15000
20000
15000
20000
15000
20000
23000
30000
40000
23000
30000
40000
23000
30000
40000
120 000
10000
46000
45000
60000
30000
125000
30000
125000
30000
125000
30000
253000
30000
253000
30000
253000
30000
381000
30000
381000
30000
381000
30000
429000
30000
424000
30000
429000
7 134 000
18,9%
96 000
12,3%
317 000
20,3%
538 000
23,0%
410 000
17,5%
631 000
20,2%
631 000
20,2%
834 500
19,5%
945 000
20,2%
1 370 000
22,2%
234 000
10,0%
681 000
17,5%
446 500
14,4%
300000
300000
300000
100000
2700000
1000000
60 000
900000
196 000
513 000
1712,33
1712,33
1 051 000
1712,33
561 000
3465,75
60 000
900000
1 192 000
3465,75
923 000
3465,75
900000
1 757 500
5219,18
2 702 500
5219,18
4 072 500
5219,18
4 306 500
5876,71
4 987 500
5808,22
4 534 000
5876,71
YEAR 2 OF DISTRIBUTION
12 Month
Total
Month 14
sept-16
Month 15
oct-16
Month 16
Month 17
Month 18
Month 19
Month 20
nov-16
dc-16
janv-17
fvr-17
mars-17
23 400
33 800
26 000
28 600
28 600
Month 21
avr-17
Month 22
Month 23
Month 24
mai-17
juin-17
juil-17
aot-17
31 800
30000
15600
15600
1) SALES PROJECTIONS
Name of Products or Services
Bags of pure water
300
13 000
290 400
13 000
31 000
13 000
13 000
23 400
33 800
26 000
28 600
28 600
31 000
31 800
30 000
15 600
15 600
2 944 000
3 397 000
3 850 000
5 135 000
7 247 000
8 740 000
10 353 000
11 911 000
13 656 000
15 470 000
17 112 000
17 607 000
3 900 000
3 900 000
3 900 000
3 900 000
7 020 000
7 020 000
10 140 000
10 140 000
7 800 000
7 800 000
8 580 000
8 580 000
8 580 000
8 580 000
9 300 000
9 300 000
9 540 000
9 540 000
9 000 000
9 000 000
4 680 000
4 680 000
4 680 000
4 680 000
58 080 000
5 808 000
2 600 000
260 000
2 600 000
260 000
4 680 000
468 000
6 760 000
676 000
5 200 000
520 000
5 720 000
572 000
5 720 000
572 000
6 200 000
620 000
6 360 000
636 000
6 000 000
600 000
3 120 000
312 000
3 120 000
312 000
63 888 000
2 860 000
2 860 000
5 148 000
7 436 000
5 720 000
6 292 000
6 292 000
6 820 000
6 996 000
6 600 000
3 432 000
3 432 000
23 232 000
26,7%
1 040 000
26,7%
1 040 000
26,7%
1 872 000
26,7%
2 704 000
26,7%
2 080 000
26,7%
2 288 000
26,7%
2 288 000
26,7%
2 480 000
26,7%
2 544 000
26,7%
2 400 000
26,7%
1 248 000
26,7%
1 248 000
26,7%
87 120 000
87 120 000
200
20
1 250 000
100000
100000
100000
100000
100000
100000
100000
100000
100000
100000
100000
150000
Employee
Advertsising Expenses
Amortizment
Telephone
Maintenance
Utilities - Electric
100000
3 240 000
180 000
1 334 000
360 000
1 140 000
-
240 000
15000
92000
30000
60000
240 000
15000
92000
30000
60000
240 000
15000
92000
30000
60000
240 000
15000
92000
30000
60000
240 000
15000
92000
30000
60000
240 000
15000
115000
30000
120000
300 000
15000
115000
30000
120000
300 000
15000
115000
30000
120000
300 000
15000
115000
30000
120000
300 000
15000
138000
30000
120000
300 000
15000
138000
30000
120000
300 000
15000
138000
30000
120000
Other: Miscalenious
Total Expenses
600 000
8 129 000
50000
587000
50000
587000
50000
587000
50000
592000
50000
587000
50000
675000
50000
730000
50000
735000
50000
730000
50000
758000
50000
753000
50000
808000
15 103 000
17,3%
453 000
11,6%
453 000
11,6%
1 285 000
18,3%
2 112 000
20,8%
1 493 000
19,1%
1 613 000
18,8%
1 558 000
18,2%
1 745 000
18,8%
1 814 000
19,0%
1 642 000
18,2%
495 000
10,6%
440 000
9,4%
17 112 000
17 607 000
18 047 000
1800000
900000
3 397 000
8041,10
3 850 000
8041,10
5 135 000
8041,10
7 247 000
8109,59
8 740 000
8041,10
10 353 000
9246,58
900000
11 911 000
10000,00
13 656 000
10068,49
15 470 000
10000,00
10383,56
10315,07
11068,49
Month 26
Month 27
Month 28
Month 29
Month 30
Month 31
Month 32
Month 33
Month 34
Month 35
Month 36
sept-17
oct-17
nov-17
dc-17
janv-18
fvr-18
mars-18
avr-18
mai-18
juin-18
juil-18
aot-18
13 000
13 000
23 400
54 600
39 000
50 050
45 500
45 500
45 500
45 500
15600
15600
13 000
13 000
23 400
54 600
39 000
50 050
45 500
45 500
45 500
45 500
15 600
15 600
100 000
733 700
1 367 400
3 165 900
8 433 800
11 954 500
16 712 800
20 666 500
24 600 200
28 533 900
32 467 600
33 062 500
3 250 000
-
3 250 000
3 250 000
5 850 000
5 850 000
13 650 000
13 650 000
9 750 000
9 750 000
12 512 500
12 512 500
11 375 000
11 375 000
11 375 000
11 375 000
11 375 000
11 375 000
11 375 000
11 375 000
3 900 000
3 900 000
3 900 000
3 900 000
1) SALES PROJECTIONS
Name of Products or Services
Bags of pure water
250
406 250
250
0
0
Total Income
3 250 000
140
Electricity fees
Water bags
Sachets of Conditoning
Total Cost of Goods Sold
380 000
46 718 750
9 343 750
56 442 500
1 495 000
299 000
1 794 000
1 495 000
299 000
1 794 000
2 691 000
538 200
3 229 200
6 279 000
1 255 800
7 534 800
4 485 000
897 000
5 382 000
5 755 750
1 151 150
6 906 900
50000
5232500
1 046 500
6 329 000
70000
5232500
1 046 500
6 349 000
70000
5232500
1 046 500
6 349 000
70000
5232500
1 046 500
6 349 000
60000
1794000
358 800
2 212 800
60000
1794000
358 800
2 212 800
45 120 000
44,4%
1 456 000
44,8%
1 456 000
44,8%
2 620 800
44,8%
6 115 200
44,8%
4 368 000
44,8%
5 605 600
44,8%
5 046 000
44,4%
5 026 000
44,2%
5 026 000
44,2%
5 026 000
44,2%
1 687 200
43,3%
1 687 200
43,3%
1 800 000
150000
150000
150000
150000
150000
150000
150000
150000
150000
150000
150000
150000
1 200 000
600 000
1 656 000
1 011 600
360 000
100000
50000
138000
84300
30000
100000
50000
138000
84300
30000
100000
50000
138000
84300
30000
100000
50000
138000
84300
30000
100000
50000
138000
84300
30000
100000
50000
138000
84300
30000
100000
50000
138000
84300
30000
100000
50000
138000
84300
30000
100000
50000
138000
84300
30000
100000
50000
138000
84300
30000
100000
50000
138000
84300
30000
100000
50000
138000
84300
30000
Maintenance
Other:
Other:
Transport
Other:
Other: Miscalenious
Total Expenses
1 800 000
240 000
1 200 000
10 362 600
150000
150000
150000
150000
150000
150000
150000
150000
150000
150000
150000
150000
20000
20000
20000
20000
20000
20000
20000
20000
20000
20000
20000
20000
100000
822300
100000
822300
100000
822300
100000
847300
100000
847300
100000
847300
100000
892300
100000
892300
100000
892300
100000
892300
100000
892300
100000
892300
34 757 400
34,2%
633 700
19,5%
633 700
19,5%
1 798 500
30,7%
5 267 900
38,6%
3 520 700
36,1%
4 758 300
38,0%
4 153 700
36,5%
4 133 700
36,3%
4 133 700
36,3%
4 133 700
36,3%
794 900
20,4%
794 900
20,4%
115
23
Net Profits %
50000