BUSINESS PLAN

(”B Sweet” (”Fii Dulce”))

Make a difference in the lives of others

Index

MAIN OUTLINES OF THE BUSINESS IDEA

1.1 THE BUSINESS IDEA
1.2 THE COMPANY
1.3 THE MARKET AND THE OPERATIVE SECTOR

BUSINESS PLANNING:
2.1 THE MARKETING PLAN
2.2 WORKING PLAN (PRODUCTION AND SERVICE)
2.3 INVESTMENTE PLAN AND SUSTAINABILITY

NOTES TO THE FINANCIAL PLANNING:

3.1 INVESTMENT INPUTS AND FINANCING
3.2 PRODUCT AND SERVICE INPUTS
3.3 FIXED COSTS
3.4 INPUT FORECAST

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 MAIN OUTLINES OF THE BUSINESS IDEA

1.1 The Business idea

YOUR BUSINESS IDEA
Briefly describe your business idea targeting the competitive advantages you may offer the market

” Servește un vis” is born of our desire to bring face to face people that can help each other. They are not
regular catering services, because beyond effective solutions, the impeccable offer, professional staff and the
most delicious dishes,” Servește un vis” will give people with disabilities and their parents a chance to improve
their lives. The strength of our catering services will be the employees – the parents of people with disabilities,
the ones that by taking care of their children for the whole life will also be able to take care of the products that
we will offer, in order to meet the highest quality standards and satisfy all customers wishes.

In general, we will provide complete catering services for private events and corporate events for large and
small companies, and what distinguishes us from our competitors is that the income earned will be redirected
to the maintenance of a center for disabled adults whose parents will work at our company. Along with the
social side of the business, we will offer to our customers a wide range of authentic products, made following
the most original and authentic Italian recipes, raw vegan and gluten free sweets from exclusively indigenous
products without artificial additives and dyes.

We firmly believe that our clients will appreciate and will be receptive to meeting their own needs and in the
same time will be happy to know that they could make a good deed for a vulnerable person. Thus, we will
make sure that every customer will become a hero.

HOW WAS THE IDEA CONCEIVED?

Briefly describe the background that led you to outline your business idea, stress on your personal
skills and experiences and the competences your shareholders/investors might provide to the project
has always appreciated the honesty of artisanal foods, the purity of ingredients and the simple
process of creating a product by hand from start to finish.

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PRODUCT/SERVICE DESCRIPTION
List the different typologies of products/services you company intends to realize and their main characteristics
in relation to the competitors’ offer
Products/services Characteristics

1. Candies  Vegetarian, vegan and gluten free candies

 Always utilize the freshest local and seasonal
ingredients possible
 Natural dyes
 Authentic Italian recipes

2. Salted products  Always utilize the freshest local and seasonal

ingredients possible
 We work with verified suppliers
 We do not use harmful additives
 We will use only the bread baked in our oven

3. Candy bar for private  Menu Tasting & Meeting

events:  Menu adapted depending on number of guests
bridal shower,  Ability to offer our Candy Buffet anywhere, including
engagement party, outdoor weeding
bachelor /  Wide range of candy options
bachelorette party,  Innovative menu planning, detailed food
wedding and presentations, and fresh dishes
commitment  Ability to handle events with only 12 hours’ notice
ceremony, birthday
 Trained and uniformed staff
party
 Standardised company policies and procedures
 Personalized take-home bags or boxes for your
guests
 Setup & Pickup after the event
4. Corporate events/  Meticulously plan every crumb, from delivery to
conferences disposal
 We provide a wide expanse of options from all day
drop-off catering, to white glove full service,
vegetarian, vegan and gluten free full menus to
adding these options to your existing meal.
 From unique sandwich combinations to signature
salads, from hot to cold, chicken to fish, we have the
menu to complete your day
 Our catering team will customize a menu and set of
services to fit your needs and your budget
5. Delivery and We will do the complete set up / breakdown for candy buffets,
serving provide modern glass containers, or acrylic for kids and
outdoors, scoops, table linens, matching ribbons and goodie
bags. We will provide candy bartenders that will help serve
your guests, keep the table clean and organized, containers
fully stocked or put away if empty, and set up goodie bags as

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needed.

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TYPES OF CLIENTS AND NEEDS
List the different customers typologies you intend to target and describe their main characteristics,
i.e. the needs you intend to satisfy thanks to your products/services as well as a brief overview on
the motivations that will would specifically push them to buy your product/service
Types of clients
A. The hosts of private events
B. The hosts of corporate
events
C. The customers concerned
about acts of charity / social
projects
SPATIAL OUTREACH/GEOGRAPHICAL COVERING
Identify regions, areas, nations, where you intend to expand your business in the next three years and the
reasons for choosing
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Satisfied needs/ business model
The hosts of private events are usually people who have a
fixed idea of what they want to serve at their event,
products customized to the style of the event, original
products, and last but not least, respectful attitude and the
ability to listen and meet their needs. Therefore, our
customers will receive: exclusive and personalized offers,
original products (Italian style and taste), individual
attention, politeness and courtesy.
The hosts of corporate events can be divided into two
categories: public authorities and NGOs and private
companies.
The first category is characterized by having a reduced
budget for the organized events, the need to make changes
to the menu due to the coordination that needs to be done,
and the complicated billing process. For these reasons, our
company will provide: ease in the process of ordering,
delivery on time and flexibility, billing procedures and its
accuracy, as well as offers / discounts based on the number
of guests or the number of orders made.
The second category gives more attention to product quality,
menu diversity, delivery time and flexibility, which is what they
will get.
This category may include hosts of private / corporate events.
We will make sure that every costumer will become a hero by
making public that one or other person/company bought from
us and contributed to making a difference in the lives of others.
As they need guarantees that the money that they paid for the
products got to the beneficiaries, a brochure will be made for
them, which will contain information about how the company's
revenues are redirected. Also, on the company's website there
will be a special section dedicated to monthly / quarterly
reporting of earnings and how the money are redirected and
used for the good of the persons from the Centre for the people
with special needs.
 AREA REASONS
1.Chisinau Being the city with the most restaurants and banquet rooms,
and with most of the companies located here, Chisinau is the
first region we want to cover at the beginning of our business
creation and expand as much in the next three years as there
is a large market. The second reason for choosing Chisinau is
the efficiency and convenience in terms of customer
communication. The third aspect is the demographic- more
people, more customers.
Last but not least, many cultural events and festivals take place
in Chisinau, so it is a good platform for promotion and service
delivery.

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1.2 The company

REFERENCES:

Name of the
company
Forectes date for
funding
Operational since
Type of company
Equity

Legal and operational

address

MANAGEMENT
List the people (external and internal stakeholders) you identified in this project and detail their
characteristics
NAME AGE ROLE TASKS
Eugen 27 Business  Establish and carry out
Chihai administrator departmental or organizational
goals, policies and procedures
 Direct and oversee an
organization’s financial and
budgetary activities
 Manage general activities
related to making products and
providing services
 Consult with other executives
and staff about operations
 Negotiate or approve contracts
and agreements
 Analyse financial statements,
sales reports and other
performance indicators
 Identify places to cut costs and
to improve performance,
policies and programs
Ana 25 Manager  recruiting, training and
Chihai supervising staff
 handling customer enquiries
and complaints

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  taking reservations
 greeting and advising
customers
 problem solving
 keeping statistical and financial
records
 assessing and improving
profitability
 handling administration and
paperwork
 liaising with customers,
employees, suppliers, licensing
authorities and sales
representatives
 making improvements to the
running and developing of the
business
Marketing Strategy development
Communications  Manage the production of
Specialist creative and deploy materials to
internal and external partners;
including traditional and digital
content (fliers, mailers, SEO,
web pages, CRM e-mail).
 Lead cross-functional teams who
will help you meet
communication objectives: Client
Success, Product and User
Experience, Consulting, and
Recruitment.
 Plan and execute the marketing
strategy focused on
product/service adoption and
overall success of our existing
customers.
Engagement management
 Understand what activities
increase customer retention and
aligning with company priorities
in ways that benefit our clients.
Your goal is to add more value to
existing customers through
channels like email, social and
content.
Innovation and insight
 Advise and develop the strategic
approach to editorial content
based on appropriate research
activities and findings.
 Advise team on strategic

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 considerations and best
practices for building effective
consumer messaging.
 Define the opportunity space for
consumer engagement, for both
new and existing clients, and
identify the strategic framework
and specific solutions required to
deliver against identified
opportunities, consumer needs,
and specific business and
marketing goals.
Liliana 47 Chief  supervising staff
Hanganu  creating menus and new recipes
 controlling costs
 training staff
 maintaining a sanitary and
hygienic environment for food
preparation
Accountant  Maintains accounting controls
by preparing and
recommending policies and
procedures
 Complies with federal, state,
and local financial legal
requirements by studying
existing and new legislation,
enforcing adherence to
requirements, and advising
management on needed
actions.
 Prepares payments by
verifying documentation and
requesting disbursements.
 Documents financial
transactions by entering
account information.
 Recommends financial actions
by analysing accounting
options.
 Summarizes current financial
status by collecting
information; preparing balance
sheet, profit and loss
statement, and other reports.
Cook x2  Preparing and baking of
cakes, tarts and
confectioneries.
 Packing of goods for dispatch
or delivery

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  Cleaning of working area
according to the health and
safety regulations.
 Cleaning of equipment and
utensils according to the
health and safety regulations
Cook assistant  assist with basic food
preparation tasks under the
chef's direction
 packing of goods for dispatch or
delivery
 washing up and general cleaning
duties
Ion 50 Delivery driver  Conduct inspections of vehicle
Chihai before departing to deliver
goods
 Pack and load products onto
trucks according to company’s
specifications
 Deliver orders to customers on
assigned routes
 Unload goods as per client
specifications
 Review deliveries with
customers to ensure products
meet their needs
 Obtain delivery confirmations
from each customer
Waiter x2 (part  Set up buffet tables according
time) to specified instructions,
ensuring that all dishes are
refilled before they run out.
 Serve both beverages and food
items to guests and inquire into
their requirement for additional
food items.
 Break down buffet tables and
ensure that all dishes and
flatware is transported back to
the kitchen area.
 Perform cleaning tasks at the
end of each catering event,
ensuring that everything is
properly maintained in a
hygienic manner.
 Oversee and maintain the
inventory of supplies such as
condiments, napkins and
dishware and flatware.

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1.3 THE MARKET AND THE OPERATIVE
SECTOR

DEMAND FORECAST
List the forecast level of sales for each type of product possibly for each area of distribution (if
relevant). Provide a logic reasons for your choice (demand estimates, tests on the product sales,
previous field research, etc.)

QUANTIT QUANTIT QUANTIT QUANTIT

PRODUCTS/SERVICES Y Y Y Y TOTAL QUANTITY
AREA 1 AREA 2 AREA 3 AREA 4
1.

2.

3.

4.

5.

6.

7.

8.

TOTAL

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COMPETITORS
Identify your current and potential competitors, specifying which kind of product/service are they directly
competing to. For each of them specify the average estimated turnover, the price, the distribution channel
and other competitive advantages (main characteristics). Identify potential complementarities with your
product/service

MAIN
PRODUCT/ TURNOVE CHARACTERISTIC PRIC
COMPETITOR DESCRIPTION
SERVICE R E
S
All the big Example: The Dulcinella Starting in 2016, the
companies, Dulcinella Company started company has
experienced in the summer of developed a line for
in the field 2005 and has 18 making chocolates.
and exiting stores. The production area
on the over 1700 m2, which
market for a Products: results in a
long time production capacity
 Torturi
of 1800 kg per day.
 Prăjituri The production
 Macarons facility is equipped
 Biscuiţi with 267 m2
 Desert warehouses for
 Plăcinte storage of
 Croissant production. For the
 Cozonac distribution of the
 Bomboane/ products, the
ciocolată company has 13
 Dulciuri raw transport units, all of
vegan them equipped with
 Tort la refrigeration facilities.
Comandă
 Candy Bar
 Desert
personalizat
 Colaci
Coloranți Irina
naturali Negară

Distribuitori
mai mari,
cu
experiență
și angajați
mulți/
locație
bună

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 Floare de Business
cireș social

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STRENGHTS/WEAKNESSE
Describe the main strengths/weaknesses of your project idea compared to the market situation, the
competitors and focusing on the realistic competitive advantages of your business

STRENGTHS WEAKNESSES
We have identified the place with all the Distance – 50 km from Chisinau
necessary equipment for starting the activity

We only use the highest quality ingredients in all We have not experienced how much our
our products. We source many of our ingredients products meet customer expectations.
at our local farmer’s market and with other local
purveyors.

All our products are manufactured in a facility Limited capital

that handles tree nuts, peanuts, wheat, soy and
milk products. We can provide gluten-free
products;

All our products are made by hand and we do Lack of experience on the local market
make everything “to-order”.
We source many ingredients locally as we want
to support the community that supports us. We
also use organic ingredients whenever possible.
Nearly all our packaging is made with recycled
materials and we participate in the city food
scraps program to minimize our impact on the
environment.

OPPORTUNITIES/THREATS
Identify the main opportunities/threats that might influence the success of your business idea

OPPORTUNITIES THREATS
Good marketing and promotion plan Legislation and bureaucracy

Competent, qualified and dedicated team Competitors most well-known, with better or
cheaper products

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Qualitative and original products delivered
according to the highest standards
 possibility for a very favorable rent
contract with the place equipped with
the necessary equipment for starting
the activity;
 rapid grouth of the market ;
 possibilities of expanding the list of
product and / or services provided;
 the existence of demand for new,
original products and / or services on
existing market;
 the social business in the development
process;
 opportunities for advantageous
agreements;
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Location
 entering a period of economic stagnation at
national level;
 unfavourable demographic changes;
 changes of the customer needs, tastes or
preferences;
 slow growth, stagnation or even recession
of the market;
 entering of new competitors on the market;
 big competition pressure;
 vulnerability to business fluctuations.
 OPERATIONAL PLANNING

2.1 Marketing plan

PRODUCT & PRICE /

Describe the products/service you’re planning to realize in terms of its price/quality and how do you
plan to reach the ideal ratio. Describe the entire value-chain from the initial collection up to post-sale
service

TYPE OF VALUE- PRICE POST-SALE

PRODUCT/SERVICE CHAIN/QUALITY

DISTRIBUTION CHANNELS
How do you think will be the most channels to distribute your product and how do you intend to reach the
channels despite you competitors
Representatives (external or internal
workforce)
Distributors (retailers, wholesalers, importers, etc.) -
E-commerce
Decent prices
Final consumer/final beneficiaries fancy, Italian style
Original taste
Public services Decent prices/ offers/ discounts/
Third sector chains

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Others
All people/organizations interested in social business

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COMMUNICATION
Define a communication plan with its the targets (to whom) and the tools to be used (logo, visit cards,
website, brochures, presentation, leaflets, etc.
1. Advertising- writing advertisements on websites or blogs in the culinary, generalist or even the
press.
2. E-mail marketing- We will grow and consolidate a database and, by default, emails, to promote
the various promotions, discount coupons through newsletters, or to keep our customers up to
date with the latest news, including how the money for the purchased products was redirected to
the Center for adults with disabilities.
3. Social media- interesting and interactive activity on social media platforms like video recipes,
video tutorials, freebies, or discounts for Like, share / check-in or post on social media the
pictures or videos with our products.
4. Video content- We will share sequences with employees while working or will show the process of
preparing the menu, we will distribute video with our recipe, we will distribute video interviews with
satisfied customers etc.
5. Participation in specialized fairs and festivals
6. Website- will contain a culinary blog, menus and products, the activity of the Center for adults with
disabilities, the possibility of placing orders

PROMOTION
Define how and where you intend to promote your products/services
Word to mouth +
Publicity on local press
Publicity on locav tv + exemplu de dezvoltare a businessului social
Publicity local radio
National publicity
Specilised reviews and
magazines
Seminars/conferences
Events +
Internet publicity +
Mailing +
Direct meeting with +
clients
Others:

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2.2 The production plan

SUPPLIES
Describe the raw materials and the basic services needed to reach the operational objectives. Identify the
potential suppliers and make a price comparison. Identify as well all the needed permits and licenses, if any
NEEDED SUPPLIES NEEDED SUPLIERS PRICES

1.utilaje (cuptor, Specialist comunicare/

frigider, frigider de marketing și vânzări
vitrină, masă,
mobilier, mixer/
robot de bucătărie,
congelator,
cărucioare)
2.veselă (farfurii,
pahare, cuțite
recipiente, cîntar)
3.uniformă

4.locație/ încăpere

5.sistem de
aerisire/
antiincendiu/ filtru
6.automobil (dotat
cu frigider) x2
7.aparate de făcut
cafea/ ceai
8.aparat de făcut
înghețată
9.materie primă făină, semințe, fructe

10.

INSTRUMENTAL GOODS
List all machineries, technologies and service supplies needed to make the activity run and the timing needed
to reach the desired level of production/ service

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