EXECUTIVE SUMMARY (extract)
•Competitive advantages.
Our competitive advantage is based on our human expertise. It will be through knowledgeable staff in wine with good grasp on our portfolio and empathy. The goal is to build trust with the customers, to be able to advice them in their purchase according to their taste, the atmosphere they want to create and to be able to say no to a customer if the bottle will not fit their taste. Finally we are bringing the traditional French wine in the portfolio but also Spanish one that are less known.
•Competition.
Competition in China might seem fierce, as it is the new Eldorado, especially in Shanghai, the most Occidentalized city. However, our location analysis gave us a perfect spot with low competition – only two wine bars in the neighborhood with no retail option.
•Financing.
The project is having a paid-up capital equally divided among the founders of EUR 50,000. There is a Working capital requirement of EUR 100,000 that needs to be funded either through bank loans or through an investment and EUR 10,000 overdraft requirement.
•Project feasibility.
The main points of expenses in the project are the rent and the inventory purchase. With a goal of 3% of the market share the first year, a margin of 45% over the bottle price and another 15% other the glass price at the bar, the project is expected to generate enough cash to repay the loan by the end of the third year with an IRR of 39,5%
3. Table of content
• The concept
• Objectives and Strategy
• The business (organizational chart)
• Logistic and partners
• Marketing and Communication actions
• Financial point of vu
• Legal
• Risks and Worst case scenario
• Conclusion
4. Introduction
• Shanghai, China
• Wine bar and retailer
• Spanish & French wines,
• Staff
• Paid-in capital of EUR
50,000
• Funding request of EUR
100,000
• 4 years
• 5,5%
• Overdraft of EUR 10,000
• 7%
5. Become a trusted reference as an European wine bar and
retailer in Shanghai
7. Objectives
Global:
• Be known as a new wine shop concept,
• To surprise them,
• Discover a new culture,
3rd year objectives
• Reach 35,800 bottles
• turnover +34,25%
• Increase the loyalty of our customers,
• Develop our website : special members section
• Increase our wine and liquor portfolio,
• Open our second shop in Shanghai,
8. Objectives
5th year objectives
• Reach 57,730 bottles sold,
• Turnover by 115%,
• Reference in Spanish wines,
• Develop and create links with suppliers,
• Increase our local partners,
• Create a private club,
• Open a 3rd shop in Shanghai,
• Prepare the opening of a 4th shop
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9. Competitive advantage
• Knowledgeable staff in wine
• Build trust with the customers,
• Be able to say no,
• Advice customers in their purchase according to
• Their taste,
• The atmosphere they want to create,
• Quality of the wine
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10. Our Strategy
• Adrien Pho as the CEO
• Hire Chinese people experts on wine,
• Expand the concept as soon as possible,
• Price policy: middle range class target,
• Keep our original concept,
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11. The business organizational
structure
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Frédéric BREMENT
Marketing
And sales director
Alvaro de la TORRE
Purchasing
And logistic director
Muriel WOJDYNIAK
Human Resources
director
Salepeson 1 Saleperson 2 Bartender 3
Adrien PHO
CEO
Financial manager
Bartender C Saleperson A
12. The employees
Wine consultants
• Give friendly and efficient
advices,
• Assisting the wine
tasting events,
• Reach the weekly
objectives
• Fixed wage +
commission
• Knowledge about:
• European wine,
• Chinese culture,
• Selling skills
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13. The employees
Bartender
• Must know each one of our wines,
• Advice the consumer perfectly, impress him
• Support to the sales,
• Knowledge:
• European wines,
• Adapting/selling skills.
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21. DAP (Delivered at
Place)
• This will be the contract that we will make with the
importer company.
• The importer will be responsible for making a safe
delivery of our containers in our destination.
• Include all transportation expenses, but not the
duty.
• Less risky, more cost.
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22. Bonded Warehouse in
Shanghai.
• Manufacturing operations without payment of duty.
• Managed by the state.
• We will have to pay the taxes, just when we will
take out boxes.
• Integral part of the supply chain.
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23. Market Conditions
• Tariff on Spanish wines is 14%.
• Wine in bulk, carries a tariff of 20%.
• The VAT is 17%.
• Consumption tax rises another 10%.
• CIF value is applied to a tax of 56% for bulk wine,
and 48.2% for wine bottling.
• Labels
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24. Transport
• Main port: From Barcelona and Bordeaux port to
Shanghai Port.
• Also Valencia and Bordeaux, could be another
option
• Dominant support in global trade.
• The cost will be less.
• Huge capacity
• Delivery time.
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27. Marketing
• Geographic Segmentation
• 1.34 billion > Chinese population
• 19 million > consuming wine
• 14.3 million > imported wine
• 248 million > purchasing power
• Shanghai population : 23.71 million (2012)
• Most mature market : 80% of the wine brands belong to the imported
wine
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30. Marketing
• Targeting
• Low-middle class and the up-middle class
• Men and women
• 30 to 45 years old
• Employees
• household income will be between CNY 25,000
and CNY 100,000.
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36. Marketing
Action plan
• Loyalty program
• How does this program work?
• When can you use your points earned?
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Yuan spent Points earned Yuan won
20 1
200 10
1200 60 20
44. Risks
• New quotas
• Bad harvest in Spain and France
• Cognac
• Credit crunch
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45. Conclusion
• Expand up our own bar/shop in Shanghai
• Become an important company in the wine sector.
• Create more stores.
• Important suppliers.
• Increase sales.
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51. Recruitment
• chinaHR.com
• Acquired by Monster.com
• 51Jobs
• Reach 4 million people each week
• Zhaopin
• 1994: headhaunting website transformed.
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52. Trainings
• Wine training
• Special contract with Marquès de Riscal
• One week training in Spain
• Exchange: minimum of bottles sold in a year
• Chinese culture
• Adrien Pho
• 3 days in Shanghai
• Balanced thanks to our staff
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53. Contracts
• Permanent contracts
• 8h/days,
• Trial period: 6 months,
• Bartender: fixed wage: 500€
• Wine consultants:
• Fixed low wage + a commission (1CNY/bottle)
• 350€ + commission =
• Share the sales of the month, Team spirit
• Legal holidays: 16 days/year (for the first 10 years),
• Trainings: for the co-founders:
• Wine: Marquès de Riscala
• Chinese: Adrien Pho
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55. Marketing cost
Cost In Euro In Yuan (CNY)
Staff hire per hour 1,82 14
Survey (4 persons, 4 hours) 28 222,6
Flyers 500 unit pack 18,6 147,87
Flyers distribution (4 persons, 4
hours, 4 packs)
102 810,9
Caterer per person 10 79,5
Wine trade fair (all include) 5800 46110
Professional Brochure x1000 180 1431
Website creation and maintenance
(first month free)
26 206,7
Loyalty card x1000 213,85 1645
Loyalty software hardware + support
per month
15,34 118
Insurance 200 1590
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56. Loyalty programm
• Which company will make us those loyalty cards?
• It will be a company called Loyalty Pro who has a subsidiary in China. They are
offering software and hardware solutions for a loyalty program.
• The package includes:
• 1000 cards (design, production)
• Docking station (computer – tablet – power supply – metal stand – system)
• Loyalty Pro portal for web registration
• Data base creation, storage, security and maintenance
• License for the software
• Warranty which cover the equipment
• Customer relationship management tools
• Cost:
• It will cost 1,645 CNT for the production of card and the equipment installation,
and then it will cost 118 CNY a month for the license and any maintenance and
support needed.
• It represents respectively 213,85 Euros and 15,34 Euros.
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57. SEO
Search engine optimization
• Visibility of a website
• Higher ranked on the search engine
• Use keywords
• Focus the content on an area of expertise
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58. Insurance
The General liability
• It is covering product liability and personal injury protecting us (the co-founders) if a customer hurt himself inside the shop for example.
Liquor liability insurance
• To cover us against customer complaints and injuries caused by alcohol.
Product liability insurance
• Protect us in the case of product counterfeit and defect on a product.
Business property
• Knowing that the bar business can be more “risky” with lots of fragile items and glasses, alcohol, we will need some special policies according
to the core of our business.
Moreover, it will cover our shop from natural disaster.
Workers’ Compensation
• This will cover all our employees if they hurt and get damage inside their working area.
Crime Insurance
• The probability that this kind of event happen is low, but it is always important to be cover if people break into the shops to steal you.
The price for this kind of professional insurance in the bar and catering industry is about 1,590 CNY a year representing 200 Euros.
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59. Legal
Legal Form of Enterprise.
• We have chosen to set our business under a WOFE (Wholly Owned Foreign Enterprise) business form in
Shanghai for several reasons:
• Independence and freedom to implement the worldwide strategies of its parent company without having to
consider the involvement of the Chinese partner;
• Ability to formally carry out business rather than just function as a representative office and being able to
issue invoices to customers in RMB and receive revenues in RMB;
• Capability to convert RMB profits to US dollars for remittance to the parent company outside China;
• Protection of intellectual know-how and technology.
• Due to the WOFE form, the business has a life expectancy of 30 years maximum that can be renewed.
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