Business plan, La Frenchy

La Frenchy TABLE OF CONTENTS

INTRODUCTION

• General Characteristics of the enterprise, industry, products • Analysis of market and main competitors

• Production plan

• Marketing Plan

• Organizational plan • Risk Analysis

• Financial Plan

APPENDIX

- Leasehold contract

- Legal steps to open a bakery in London

- Excel tables (production plan, financial plan)

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LA FRENCHY – BUSINESS PLAN

I - GENERAL CHARACTERISTICS OF THE ENTERPRISE

1- The idea and its purpose

Responsibly sourced, social caterer of French bakeries in London. Our bakery Bar gives you a free rein to your creativity and the freedom to explore your ideas as it offers infinite possible. With a strong belief in social and solidarity values, our aim is to share with its customers passion for French bakeries through a welcoming and friendly place at this heart of your business life. Our business plan is based on a leasehold, thus we have found a Rustic French Bakery Near King’s Cross Station that will buy to start our business.

2- Description of the company: historic et specification

Launched in January in 2019 in Shoreditch, London, the Frenchyy musters all the French atmosphere and fun one could be having in a similar place in the heart of Paris.

Humbeline de Bisschop co–owner – 27-year-old

- Bachelor degree in economics and finance

- master’s degree in entrepreneurship and marketing.

Humbeline has lived in 3 foreign countries for her studies (USA, Canada, Australia) and worked in various environments, allowing her to be acute to all changes in her working habits.

Work experiences:

• 2011: Marketing and communication Assistant (Amundi, bank industry) – Paris, France

• 2013: Coordinator marketing and business development (Media and Rating agency)- Paris, France

• 2014: Catering assistant and venue Manager (PartyinLondon) – London, UK Skills: Rigorous, Dynamic and with an international business experience.

Spoken languages: English, French, German.

Humbeline’s tasks: CFO (accounting and finance), competitor monitoring, sales, shop co- manager.

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LA FRENCHY – BUSINESS PLAN

Madeleine Granger-Lobry: Co–owner – 25-year-old

- Bachelor degree in fine cooking

- Master’s degree in business management

Moved to London in 2008 to pursue a career in management, Madeleine is now re- orienting herself towards a new career of entrepreneurship.

Work experiences:

• 2010: Waitress and head-waitress (Aubaine restaurant), London, UK

• 2011: waitress and quickly moved on assistant manager (the Fulham Wine

rooms), London, UK

• 2012: Assistant Manager (Terroirs Wine Bar) – London, UK

• 2012 and 2014: GM for the opening of their wine restaurant

Skills: autonomous and sociable, strong catering experience in London Spoken languages: English, French, Spanish

Madeleine’s tasks: Shop co-manager, HR manager, marketing manager, manufacturing of products

Valentine Haran: Co-owner, 26-year-old

- Bachelor in sales and communication

- Master’s degree in entrepreneurship

- NVQ in baking

Valentine has lived in 3 different countries after her bachelor (including Argentina) before coming back to France and deciding she wanted to export the French culture and famous food that are part of it. She joined the team when Madeleine and Humbeline needed someone with fresh ideas to help develop the business.

Work experiences:

● 2010: sales intern, Danone, USA

● 2011: communication and marketing research project, Chez Max, Argentina

● 2013: launch of start-up “TooGoodToGo”, France

Skills: creative, good experience in small businesses, hard-working

Spoken languages: French, English, Spanish

Valentine’s tasks: Innovation, R&D on possible expansions, manufacturing of products

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LA FRENCHY – BUSINESS PLAN

3- Staff

Shared tasks: Marketing & Communication Brand development.

Extra staff: employees. We will employ only interns for the first year. We will be looking for Entrepreneurship and cooking degree’s students. Later on, we would like to employ a baker that will help us to develop creativity through our recipes. As the two co-owners won’t be available every day from 7:30 am to 9pm, we will need since the opening of the shop staff for the opening and closing tasks (at least 2 employees/interns). As the formation of a new employee is easy, we won’t have struggle to employ interns for short term periods.

4- Description of the product / service

Croissants, macarons, cakes & sandwiches in a cosy, French-inspired cafe with a coffee bar & patio.

VALUES

- Healthy (homemade products, Gluten Free and Vegan options)

- Social Impact (helping social reinsertion)

- Choice of our ingredients (locally sourced, seasonal, low footprint impact)

- Unique experience in London

TARGETS

- Strong appeal across all age groups, genders, demographics and nationalities

- Families, shopper, office workers, tourists

- Foodies, the health conscious, indulgent seekers

- Wild range of accessible price points - great value for money

- Strongly impulse driven trial with enormous and measurable loyalty

- Average transaction size range: £4,5 - £11

5- Current financial position

Equity:

Frenchy’s equity will initially be funded by a first year of operation loan.

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LA FRENCHY – BUSINESS PLAN

Being Frenchy’s owners and managers, we are aware that the business will need to raise funds to cope with the business’s cost of operations and expenses over the first few years. However, we also know that we cannot afford to lose control of the company. Our funding strategy follows this logic.

For the first year of the business, we want to take a loan to finance our first two years of operations. It will amount £23,257. It consists of £19,831 allocated to forecast expenses plus a safety provision of 20%. This amount is reasonable as more than one third will represent marketing expenses dedicated to grow our business awareness. According to comparable businesses loans, we expect a rate of 3.5% over 3 years.

Sources of revenue:

- Virgin Start-up Loan: £15,257

- Crowd funding Campaign: £8000

6- Short & Long term strategy

 Short term plan:

For the first 3 years of our business, we plan on doing a little advertisement in the streets or in traditional ways. We believe we can start building our reputation simply by the word of mouth. Furthermore, our current location in London allows us to be close to our main targeted clients. We aim at building up a trusted clientele that will have habits in our coffee shop. After 3 years, we hope to have a good client base and 5 employees. We also are planning on having a third of all our debts repaid. The business should also start to allow Miss de Bisschop, Miss Granger and Miss Haran to have salaries.