HAUTE Chocolate Final1

7/27/2019 HAUTE Chocolate Final1

1/22

Haute Chocolate

HAUTE CHOCOLATE

WE DESIGN CHOCOLATES

1


2/22

Haute Chocolate

COVER LETTER

13 January 2010

To ____________

Sir:

I am currently seeking an investor for my company, Haute Chocolate which

provides freshly made gourmet chocolate delicacies. We heard that your

bank is always looking forward to flourish new ideas.

Based on your banks interest, we believe that our business plan may be of

interest to you, and have enclosed a copy. Before reviewing the plan, please

sign and date the Confidentiality Agreement which is located just below the

cover page.

Haute chocolate is a hospitality company dedicated to providing high-quality

freshly made chocolates in a comfortable ambiance for clients who seek a

fun "gourmet" experience outside restaurants. We intend to make enough

profit to generate a fair return for our investors and to finance continued

growth and development in quality products. We also maintain a friendly,

fair, and creative work environment, which respects diversity, new ideas, and

hard work.

We are seeking Rs._5 million. This financial assistance would be used in

purchasing and the establishment of the following purposes:

1. Equipments

2. Shop leasing ( with 6 months advance rent)

3. Supplies

4. Layout and dcor of the shop

5. packaging

Thank you for your consideration. Please contact me if you have anyquestions, it would be our pleasure to provide with additional information. If,

upon completing your review, you would like to discuss this matter further,

please do not hesitate to contact me, by telephone at 0332-527828292, by

email at [email protected].

Yours sincerely

2


3/22

Haute Chocolate

Zahid Rasheed

Financial Manager

Haute Chocolate

COVER SHEET

Name of the company:

Haute Chocolate

We design chocolates

Date:

13th Jan, 2010

Owners of the company:

1. Hozaima Shafqat

Chief Chocolate Artist

2. Maham Shahid

Host

3. Zahid Rasheed

Financial Manager

Address:

F10 Markaz, Islamabad

Email:

3


4/22

Haute Chocolate

[email protected]

4
mailto:[email protected]:[email protected]


5/22

Haute Chocolate

STATEMENT OF PURPOSE

We want to start off a new exciting idea of a chocolate shop within the reach of

common people in Islamabad providing freshly made chocolates delicacies. For thispurpose, we want to establish an outlet in F10 Islamabad for which we requirefinancial assistance of about 3.5 million rupees.

This financial assistance would be used in purchasing and the establishment of thefollowing purposes:

6. Equipments

7. Shop leasing ( with 6 months advance rent)

8. Supplies

9. Layout and dcor of the shop

5


6/22

Haute Chocolate

EXECUTIVE SUMMARY

Haute chocolate is a new innovative idea of establishing a chocolate shop in

Islamabad which is managed by three partners. The charming idea of having

an outlet only for chocolate products of all kind will surely attract the

residents of Islamabad.

Haute chocolate will offer a full range of freshly made chocolates products

containing every kind of chocolates, cakes, cookies and coffee. Hozaima

Shafqat is our Chief Chocolate Artist and will train our hired chocolate artist

in preparation and decoration of chocolate products.

This business plan is prepared to obtain financing in the amount of RS.

350000. The supplemental financing is required to begin work on site

preparation and modifications, equipment purchases, and to cover expenses

in the first year of operations. Self financing has already been secured in the

form of equal investment from each partner which is Rs. 15 million.

In Islamabad, our potential client is divided between local residents and

tourists. We expect to easily generate sales to existing chocolate lovers, who

will immediately recognize the quality of our products and

services. Marketing to the much larger local groups who are in love with

chocolates will emphasize our atmosphere (cozy, intimate, luxurious), our

prestige-value (high prices, the sophistication of having a favorite "exotic"

and fresh chocolates), and our wide array of potential gifts (gift baskets,

chocolates, coffee). Sales to tourists depend on a highly-visible location,

association with the quaint charm of our town, and promotional efforts in

cooperation with other local businesses.

We have direct competition with already available packed chocolates in our

area. Haute chocolate uniqueness will work in our favor, as our upper-middle

class customer base seeks out new status markers and mini-luxury

experiences in a convenient, nearby location.

Our well-researched and conservative sales forecasts project sales over Rs

300,500 in the first month. We project a net profit in the first year of over

Rs.111, 083, with steadily increasing net worth for the foreseeable future.

The owners are investing Rs. 5 million of their own money into the business.

6


7/22

Haute Chocolate

Haute chocolate is seeking an additional investment of Rs. 35 million to fund

our startup costs.

TABLE OF CONTENTS

1. History and

background

.. 7

2. Goals and Objectives

.9

3. Product and

services

..10

4. Ownership

.13

5. Management

..13

7


8/22

Haute Chocolate

6. Marketing

...14

7. Finance

..16

8.

Appendix

..19

8


9/22

Haute Chocolate

1.

1. HISTORY AND BACKGROUND

Chocolate stirs up the emotions like no other food. Since its discovery, we

have used it to express our feelings, soothe our bodies and minds and

celebrate a wide array of social occasions. The origins of this wonderful

substance can be traced back over four thousand years, to the ancient

civilizations of South America.

Inspired by the childhood fantasy of Charlie and the chocolate factory, we

chocolate lovers indented to fulfill our chocolate dream. In a place like

Islamabad where there is a trend to adapt modern lifestyle provides aperfect scenario to open such an outlet of joy. Islamabad is a city with many

hangout places for youngsters like coffee shops, ice cream parlors etc. most

of them serving some chocolate specialty. So there is a need to have a place

that serves all about chocolates under one roof.

Haute chocolate caters all group of people as Chocolate is love by everyone;

Nine out of ten people like chocolate. The tenth person always lies...

(Anonymous)

The lot that usually hangs out at these places i.e. the youth, and being the

capital city the large number of foreigners residing here are the potential

customers for our chocolate shop. It is a unique idea for Islamabad as there

is no other chocolate shop available in the vicinity. Giving away chocolates

on occasion is very old tradition of the western world so this idea would

specially attract tourists and the foreigners. These customers will be glad to

pay the premium price for our products in exchange for the high quality,

great taste, and sense of prestige they receive.

TARGET MARKET:

Our target market will consist of people that are young, outgoing and trendy

and belong to the elite class of Islamabad. They are the same people that

spend a lot on occasions like birthdays, Valentines Day and eid.

9


10/22

Haute Chocolate

Our target market includes those people who can afford to buy luxurious

products. The age group that well be targeting is 14-35 mainly including

teenagers and youngsters. This is however not a strict and definite limit.

The important attributes of our product would mainly include good quality

chocolate, a variety of tastes and flavors that appeal to our target market at

the whole. It will also include unique packaging of the chocolates, and

customization of chocolates will be an option for the customers who want to

get something made for a special occasion, be it a wedding anniversary,

Valentines Day or a birthday.

10


11/22

Haute Chocolate

2. GOALS AND OBJECTIVES

MISSIONSTATEMENT:

Haute chocolate is a hospitality company dedicated to providing high-qualityfreshly made chocolates in a comfortable ambiance for clients who seek afun "gourmet" experience outside restaurants. We intend to make enoughprofit to generate a fair return for our investors and to finance continuedgrowth and development in quality products. We also maintain a friendly,fair, and creative work environment, which respects diversity, new ideas, andhard work.

VISION STATEMENT:

We want to win over the hearts of our customers and make Haute chocolate a

destination store for visitors and a resource for locals seeking baking chocolates

and gifts, knowledge of chocolate.

GOALS:

Short term Goal: to establish our chocolate shop and bring it in a runningcondition

Midterm: to achieve the level by winning the trust of our customers that brings in afavorable profit to us.

Long term: to launch our company as a country wide brand.

OBJECTIVES:

To achieve our above mentioned goals, firstly we need to secure financing

for our company. Once we get the finance, we need to establish our shop,create such an ambiance for our customers that will attract them back every

time they think of chocolates. With this we need to maintain our quality

standards and the freshness of our chocolates with efficient service to fulfill

our customers need.

11


12/22

Haute Chocolate

3. PRODUCT AND SERVICES

Haute Chocolate will specialize in premium chocolate, fine handmadechocolates, and gift baskets. Our full Haute Chocolate experience iscomplemented by an assortment of unique, exclusive designs, all suitable forgift giving or indulgence for local customers or tourists.

Smell Our Chocolate. We're passionate about our assortments

containing the finest pure milk, pure dark and white chocolate. Our

dales cream fudge and traditional cinder toffee add to the feast of

hand-made confectionery delights.

Taste our chocolate. We know you will appreciate the skill that goes

into making our handmade chocolates and no more so than when it

reaches your taste buds!

Chocolate Gifts. With over two hundred different varieties to choose

from, our range of decadent chocolate boxes and delightful seasonal

offers make ideal presents for all your friends and family.

WHY CHOCOLATE IS HEALTHY FOR YOU

Recent research confirms - chocolate is one of the more perfect foodsconsumed by man. It is:

High in Food Value

Contains Essential Vitamins and Minerals

High in Antioxidants

Good for Cholesterol

Good for Cardiac Health

Chocolate as a Mild Stimulant

Chocolate as a Mood Enhancer

KINDSOFCHOCOLATES:

12


13/22

Haute Chocolate

Dark, milk. Confections.

exotic flavored chocolates

chocolates with health benefits

truffles

single origin chocolates

hand-made bonbons

chocolate barks

gourmet nuts

flavored cocoa mixes

Chocolate chip cookies

Chocolate cakes

Coffee

Souffl

Moses

And everything chocolate!

GIFT BASKETSANDBOUQUETS

Chocolates are the best gift to give to your loved ones; we offer a selection of pre-made giftbaskets and will work with customers to create custom baskets for any occasion. Customercan also place the order of baskets or chocolates for a particular occasion.

Occasions specials:

Seasonal specials

Wedding specials

Anniversary

Birthday

13


14/22

Haute Chocolate

Miscellaneous occasion

Chocolates made and packed on order for different occasions.

ONSPOTSERVICES

The customer can enjoy our delicacies at our outlet.

Choose different flowers.

Select a post card.

WHEREDOESTHECHOCOLATEYOUUSEINYOURCONFECTIONSCOMEFROM?

All our chocolate confections are created with unique blends of pure milk,dark and white chocolate. We source these blends from various Belgianchocolate manufacturers; this bulk chocolate is then melted and moldedalong with delicious filings and crunchy nuts to create the wonderfulchocolates available to you in our store.

LOCATIONThe purposed location of the outlet will be In F10 markaz Islamabad due to followingreasons:

Majority of our target customers are present in the vicinity of the sector such

as it is close to the diplomatic enclave, margalla hills and sectors F11, F8,E11, etc.

Our indirect competitors majorly reside in the neighboring sectors; F10 is a

place with on such shop in it.

14


15/22

Haute Chocolate

4. OWNERSHIP

The shop will be run under the agreement ofpartnership between the following:

Partner 1:

Name: Hozaima Shafqat

Investement: Rs. 5 lacs

Partner 2:

Name: Maham Shahid

Investement: Rs. 5 lac

Partner 3:

Name: Zahid Rasheed

Investemnet: Rs. 5 lac

5. MANAGEMENT AND STAFFING

Haute Chocolates will be slow to hire people in the first few years ofoperation, but very loyal to those who are hired. Initially all employees willbe part-time as the majority of the work will be done by the chef-proprietor.As the company grows, new employees will be trained and supervised byoriginal employees who have been promoted to a leadership position. It isour belief that employees who are dedicated to the success of HauteChocolate should be rewarded. They will be leaders in our future store

developments.

Head Chocolate artist

Chocolate artist

Baker

15


16/22

Haute Chocolate

Financial Manager

Host

Sales person

6. Cleaning person

7. MARKETING

Our target market will consist of people that are young, outgoing and trendyand belong to the elite class of Islamabad. They are the same people thatspend a lot on occasions like birthdays, Valentines Day and eid.

Our target market includes those people who can afford to buy luxuriousproducts. The age group that well be targeting is 14-35 mainly includingteenagers and youngsters. This is however not a strict and definite limit.

The important attributes of our product would mainly include good qualitychocolate, a variety of tastes and flavors that appeal to our target market atthe whole. It will also include unique packaging of the chocolates, andcustomization of chocolates will be an option for the customers who want toget something made for a special occasion, be it a wedding anniversary,Valentines Day or a birthday.

COMPETITIVE ADVANTAGE

Our competitive advantage is that our product is unique and innovative.There is a need for a fresh concept and we believe that it would be a hitamong all chocolate lovers. There are many businesses designing clothes,shoes, accessories and handbags but there are none that design chocolates.Were doing just that. We are offering our customers freshness, ambianceand quality under one roof.

COMPETITOR ANALYSIS

Although haute chocolate is opening up a new niche in the food industry,there is no doubt that we are competing with a variety of similar businesses.We need to compete against the ideas that dessert is something that onlyfollows a special dinner and needn't be any better than a frozen cake. We

16


17/22

Haute Chocolate

want every day to be a reason to celebrate. And being able to watch yourchocolates be prepared by a chef is a treat that appeals to everyone.

As far as direct competitors are concerned we dont think that currentlytheres any other enterprise designing chocolates in Islamabad except forthe packed chocolates like Cadbury, Mars etc.

However there is the matter of indirect competitors and potentialcompetitors. Our indirect competitors will range from any gift giving itemfrom flowers to handmade cards and customized cakes.

Our potential customers can be those enterprises that adapt our idea; thesecan include famous gourmet bakeries in town.

GOTO MARKET SALES STRATEGYIn the first phase, we will open up one outlet of haute chocolate in F10.

We will also be placing our product in various gift shops like Haroons,Illusions etc. and also places like Hot Spot.Our promotion will mainly take place through word of mouth and viralmarketing. We will also be using promotional tools such as Face book,promotional posters and internet blogs. We can also apply guerrillamarketing in this case, to spark the curiosity of our customers.

We also need to come up with packaging that is at the same time unique andeconomical. We will also need to be flexible enough to meet our customersunique tastes and requirements for special occasions.

TARGET MARKET SEGMENT STRATEGY

We have specifically targeted segments of people with an appreciation fordelicious desserts and a need for comfort and relaxation. Haute chocolate isa haven for the busy & successful who want to treat themselves tosomething soothing and a little sinful! It doesn't take a lot of time, yet is sorewarding. These people will value the high quality product presentedwithout pretension. Our customers will also appreciate the fun and fast.

17


18/22

Haute Chocolate

8. FINANCE

It is key to our financial success to grow Haute chocolate not just as a

dessert bar, but as a company. We are looking for an investment of Rs. 5

million seed money with the hopes of eventually selling an established chain

of dessert bars or establishing our company as a gourmet franchise. This

means we must always be reinvesting in the future of Haute Chocolates.

RISK:

1. Strategic:

If our market strategy defined fails to bring us enough customers and

profit.

2. Operational:

Customers are not attracted by this idea.

3. Financial:

The bank refuses to give loan or we are unable to pay back our

investors

4. Natural:

Due to any natural disasters, we can face lot of hardships such as load

shedding, earth quakes etc.

5. Competition:

Our Direct competition is with packed chocolates. Our indirect competitors

like bakeries, ice cream parlors and cafes enhance their chocolate products.

Haute chocolate would have a monopoly in Islamabad until any newchocolate shop opens up.

18


19/22

Haute Chocolate

BALANCE SHEET

19


20/22

Haute Chocolate

PROFIT AND LOSS STATEMENT

Profit and LossMonth 1 Month 2

SalesRs.

300,500Rs.

350,000

Expenses

PayrollRs.

100,000Rs.

120,000

Sales and Marketingand Other Expenses

Rs. 10,000Rs.

12,500

Depreciation Rs. 0 Rs. 0

Utilities Rs. 15,000Rs.

16,000

Insurance Rs. 3,000 Rs. 3,000

Rent Rs. 50,000Rs.

50,000

Payroll Taxes Rs. 8,000Rs.

12,100

20


21/22

Haute Chocolate

Other Rs. 0 Rs. 0

Total OperatingExpenses

Rs.186,000

Rs.213,600

Profit Before Interestand Taxes

Rs.1,14000

Rs.136,400

Interest Rs. 2917 Rs. 2917

Net ProfitRs.

111,083Rs.

133,429

Net Profit/Sales 36.96% 38.12%

21


22/22

Haute Chocolate

APPENDIX

22

Documents

HAUTE Chocolate Final1