Executive Summary



-60960025717500Written by: Nate Trout, Mallory Casner, Natalie Mendez, and Alex TuethTable of Contents TOC \o "1-3" \h \z \u Executive Summary PAGEREF _Toc342557344 \h 4Description of Venture PAGEREF _Toc342557345 \h 6Accessibility PAGEREF _Toc342557346 \h 7Competition PAGEREF _Toc342557347 \h 8Goals PAGEREF _Toc342557348 \h 9Management PAGEREF _Toc342557349 \h 10Organizational Structure PAGEREF _Toc342557350 \h 11Partner Roles PAGEREF _Toc342557351 \h 12Concluding Statement PAGEREF _Toc342557352 \h 13Industry Analysis PAGEREF _Toc342557353 \h 14History PAGEREF _Toc342557354 \h 15Success Stories PAGEREF _Toc342557355 \h 16Industry Size PAGEREF _Toc342557356 \h 16Industry Developments PAGEREF _Toc342557357 \h 17Demographics PAGEREF _Toc342557358 \h 18Competitive Landscape PAGEREF _Toc342557359 \h 19Survey and Tabulated Findings PAGEREF _Toc342557360 \h 21Financials PAGEREF _Toc342557361 \h 22Startup Costs PAGEREF _Toc342557362 \h 23Balance Sheet PAGEREF _Toc342557363 \h 24Statement of Cash Flow PAGEREF _Toc342557364 \h 25Labor Budget PAGEREF _Toc342557365 \h 26Income Statement PAGEREF _Toc342557366 \h 27Marketing PAGEREF _Toc342557367 \h 29Strategies PAGEREF _Toc342557368 \h 30Pricing PAGEREF _Toc342557369 \h 31Distribution PAGEREF _Toc342557370 \h 32Promotion PAGEREF _Toc342557371 \h 33Production PAGEREF _Toc342557372 \h 36Product Forecast PAGEREF _Toc342557373 \h 37Control Systems PAGEREF _Toc342557374 \h 39Manufacturing Process PAGEREF _Toc342557375 \h 40Store Layout PAGEREF _Toc342557376 \h 41Design PAGEREF _Toc342557377 \h 42Production Plan PAGEREF _Toc342557378 \h 43Boba Tea Manufacturing Process PAGEREF _Toc342557379 \h 44Baked Pretzels Manufacturing Process PAGEREF _Toc342557380 \h 44Equipment PAGEREF _Toc342557381 \h 45Inventory PAGEREF _Toc342557382 \h 46Suppliers PAGEREF _Toc342557383 \h 47Conclusion PAGEREF _Toc342557384 \h 47Management and Legal Entity PAGEREF _Toc342557385 \h 48Managerial Functions PAGEREF _Toc342557386 \h 50Organization PAGEREF _Toc342557387 \h 51Head of staff PAGEREF _Toc342557388 \h 51Staff Members PAGEREF _Toc342557389 \h 51Legal Entity PAGEREF _Toc342557390 \h 52Partners Agreement PAGEREF _Toc342557391 \h 53Management Structure PAGEREF _Toc342557392 \h 54Risk and Contingencies PAGEREF _Toc342557393 \h 54Management Goals PAGEREF _Toc342557394 \h 557 year Strategy PAGEREF _Toc342557395 \h 56Appendix PAGEREF _Toc342557396 \h 57Bibliography PAGEREF _Toc342557397 \h 67Executive SummaryThe Boba tea trend is growing internationally, and is steadily growing throughout the United States. Pearl Leaf Tea Company (PLTC) will be located near Millikin University’s at 130 S. Oakland Avenue, Decatur IL. PLTC plans to cater to the typical college student in order to surpass competition in the tea and coffee industry. It will accomplish this by providing a relaxed environment with amenities conducive to both studying and entertainment.PLTC will be structured as a Limited Liability Partnership, which limits partners’ personal risk offers additional financial resources. PLTC’s Heads of Staff will manage the day to day operations with a number of employees. The business will design its marketing to reach its target market of Millikin Students through internet, radio, fliers, and social media. Startup costs of $45,644.05 will be financed through personal contributions of $8,000 each. To finance the remaining startup costs, PLTC will take out a bank loan totaling $14,000.00, which will be paid over a time period of 5 years. PLTC will generate $330,896.25 in sales with a cost of goods sold at 27%. PLTC’s miscellaneous budget of $10,000 will support any fluctuation is sales throughout the year.In seven years, if PLTC has not acquired enough profits to start a corporation or if it will sell the company, and distribute the profits based on company shares within the business.Mission Statement Pearl Leaf Tea Company’s Vision is to ensure an unforgettable experience through great customer service, excellent products, and within the relaxing environment while spreading “culture in a cup” to the Decatur and surrounding areas.Description of VenturePearl Leaf Tea Company (PLTC) is a tea shop offering Decatur a mix of Boba tea beverages and gourmet pretzels. PTLC will offer cold milk tea, blended tea, iced tea and fresh fruit smoothies. PTLC has decided to establish its business because it will provide a new and unique type of beverage to the Decatur community. Boba tea looks unlike most tea currently being sold in the Decatur area. It comes in a variety of forms, including milk teas, 100 % crushed-fruit smoothies, and iced tea. What separates Boba tea from regular tea are the tapioca Pearls blended throughout the beverage, as well as the chilled consistency that provides customers with a distinctive and refreshing tea experience.AccessibilityPTLC’s location will be near Millikin University’s campus, making its primary target market Millikin students. Because of PTLC’s proximity, Millikin students will only be a short walk away, making our business easily accessible. PLTC’s secondary market is the Decatur community, which will help provide business during the summer, when students are on summer vacation. During the summer hours PLTC will provide a cool and refreshing drink to the Decatur community and remaining students. In order to avoid a considerable drop in sales during this off season, PTLC will take an aggressive approach to marketing directed towards the Decatur Community. Many college students seek out places for social gatherings, which is why PTLC will also focus on creating a space for college students to spend time petitionCompetitors within the area are Starbucks, Coffee Connection, and Einstein Bagels. Starbucks is approximately five minutes away from campus. Coffee Connection is located three miles away, while Einstein Bagels is located on campus. Neither of these competitors offers Boba tea on their menu, providing PTLC a competitive edge in the area’s food and beverage market. Most tea is considered solely as a beverage, but PTLC’s addition of tapioca pearls and fresh fruit toppings will provide customers with a nutritious and filling snack. PLTC’s customers can take advantage of our entertainment sector as they relish a delicious sweet and salty snack. PTLC will provide entertainment for customers, including audio and video products. PTLC is committed to creating an upbeat and inviting atmosphere, so PTLC will also provide trendy and comfortable lounge areas, rather than seating designed for practicality.GoalsOffer high quality and refreshing Boba Tea to its customersProvide Decatur with the only business offering Boba teaProvide beverages that offer more health conscious optionsDeliver good service in a quick effective wayAdd diversity to the communityGenerate high profitsManagementOrganizational StructureThe business structure of PTLC will follow a limited liability partnership between Nate Trout, Natalie Mendez, Mallory Casner, and Alex Tueth. Nate Trout will act as CEO, Natalie Mendez will act as VP of marketing, Mallory Casner will be VP of human resources, and Alex Tueth act as VP of accounting. PTLC has chosen this form of ownership because of the benefits it will bring to the partnership. 423545267716000A limited liability partnership will exempt each partner from liability that is out of their control, and offers a flexible management structure. The only disadvantage a limited liability partnership presents to PLTC is the ongoing state fees. However, these fees are not very costly and will be factored into the start-up costs for the business. The owners of PLTC are Nate Trout, Natalie Mendez, Mallory Casner, and Alex Tueth. The chart below shows the division of ownership.Partner RolesAs CEO, Nate Trout will be responsible for setting and maintaining an overall strategy and vision for PLTC’s success. He is also responsible for overseeing all other departments of the business, including, but not limited to: marketing, human resources and accounting. As VP of marketing, Natalie Mendez is responsible for market research, product development, advertising, and sales promotion. Mallory Casner is VP of human resources and will be responsible for putting together a team of employees, including cashiers, servers, and a management team. She will also be in charge of the hiring, training, and firing process. Alex Tueth will act as VP of accounting and will be responsible for maintaining a clear and accurate report of finances, in addition to yearly taxes and income statements for PLTC. After all costs are taken into account, each partner will receive equal profit distribution; however, any considerable overtime work will be taken into account during the time period worked.Concluding StatementEach position and persons involved have been carefully evaluated and fitted to the position based on their personal and professional skills that they hold. As for the general employees, we plan to hire mainly Millikin students. This will be beneficial for our business because we will be helping students as well as serving them and the public. The company will hire 6 student employees to work as cashiers and servers within the business, as well as 2 full time employees and PLTC will also inform Millikin students about job openings to help increase community involvement in the Decatur area.Industry AnalysisHistoryBoba tea originated during the 1980s in a small tea shop located in Taiwan, with many owners claiming to be the founder. Due to the increased popularity in tea products and health awareness, the Boba tea business is booming. It is now one of the top selling tea products in Asia. Small Boba shops are located on every corner in Hong Kong and Taiwan. According to Boba Tea direct, an average store can sell 150-500 servings a day, and a successful store can average out over 1000 servings daily. The latter information indicates the future sales for PLTC, because it will be selling similar products as a new business, and will at first, fall into the 150-500 serving range. In the United States, the average cost of Boba tea typically ranges from 3-4 dollars. This average provides PLTC with an idea of what its’ prices should be within. The average cost to make a cup of Boba is 75 cents. This profit margin of between 2.25 dollars and 3.25 dollars demonstrates that Boba tea will be able to generate high profits for PLTC. Success StoriesEntrepreneurial couple Evan and Kari Leong own Bubble Tea Supply Inc., located in Hawaii. Their business has continued to flourish after their first year of business with annual sales totaling 350,000. According to the Bubble Tea Supply Inc. website, the company is on track to sell one million units the next year. The Leong’s noted that catering the “local taste” of Hawaii helped increase their overall sales by ensuring strong customer satisfaction. PLTC will utilize survey results to cater to Decatur’s local taste as well.Industry SizeBoba tea first had first started out as an Asian drink fad, but has mainstreamed into different countries, especially the United States. Boba tea has gained popularity in the major cities, especially those on the West Coast and East Coast. According to , the trend has even spread to Chicago, expanding into suburban areas. Due to the lack of Boba tea shops in Decatur, PLTC will take advantage of Boba tea’s novelty and growing popularity.Industry DevelopmentsSince PLTC will be offering Boba drinks as smoothies and teas, industry research was conducted in both areas. According to the Tea Association of the USA, new flavors and products continue to develop because of increased consumer interest in the tea category, which is why the Boba tea industry expects an annual dollar increase in the area of 5 to 8%. The Boba tea market is on a constant rise, having become a top product in numerous shops and restaurants. The smoothie market has risen to $2 billion a year, up 80 percent from 2002. With more people becoming health conscious the sales of fruity smoothies and health related drinks only continues to grow. Nationwide there are 4,000 smoothie shops standing. "With functional foods and beverages having a strong marketplace advantage, smoothies are in position to dominate the healthy beverages category. Smoothies are seen as a pleasant health treat, and this will continue to take the category far," said David Lockwood, director of Mintel Reports, in a company press release. Just like smoothies, tea is also experiencing a growth. According to a statistical chart in 2009, 519 million pounds of tea were imported to the United States. The increase of tea drinkers has gone up due to an increase in health conscious consumers. Tea consumption will continue to increase as health-conscious consumers choose tea for its medicinal benefits. The American tea industry projects sales of $15 billion in 2012, a huge increase considering sales were only about $4.6 billion in 1999. These statistics demonstrate the opportunity for considerable profits by opening a specialty tea shop, such as PLTC. The company’s Boba tea products offers products that fits the growing demand for both unique and health conscious beverages.Demographics1402715373697500The Millikin University (MU) community will act as PLTC’s primary target marker, with the Decatur community acting as the secondary target market. Millikin University has a population of 2,300 students, while Decatur has a population of 76,096 people, providing PLTC with a considerable opportunity for profit. Millikin University has 57% female and 43% male attending. Living in Decatur there are 53.2% females, while there are 46.8% males. Since both genders are prominent within the two communities, PLTC will focus on gaining both genders as customers through its marketing tactics. The average income of people living in Decatur is $39,773, compared to $58,823 an average person makes in Illinois, which played a key role in pricing its products at an accessible price.140271518796000Competitive LandscapeAlthough there are no other Boba tea businesses in Decatur, there are multiple key players in the general tea business including: Coffee Connection, Starbucks, and Einstein petitor MatrixCompetitorsTeaBoba TeaFree Wi-fiAccessibility for Millikin studentsCoffee ConnectionStarbucksEinstein BagelsPearl Leaf Tea Company Coffee Connection is a local business offering a variety of food and beverages. Coffee connection provide a limited range of tea including: Chai, hot, iced, and tea latte. They also offer smoothies, though they are made with artificial flavors instead of real fruit that PLTC will offer its customers.Starbucks is a major corporation with a well-established name. It opened in in 1971, and currently has 17,000 stores in more than 57 countries. Some minor competitors include McDonald’s and Burger King. The latter businesses offer specialty drinks in the form of frozen coffees and fruit smoothies. Despite having many secondary competitors in the area, PLTC will attract customers due to its novelty and unique tea offerings to the central Illinois Einstein Bros Bagels is located on Millikin University’s campus in Shilling Hall. While they offer more coffee selection, they only provide customers with two options for tea. Survey and Tabulated FindingsPLTC surveyed 50 people. 30 of these people were Millikin students, while the other 20 people were randomly selected on the streets outside the Millikin Campus. PLTC surveyed more Millikin students than Decatur residents because the Millikin community is its primary target market.36% of students surveyed worked at least part-time throughout the year, demonstrating that students work during the school year to help pay for college. PLTC plans on hiring Millikin students on a work study program. 49 of the 50 people we surveyed have never tried Boba tea, showing that there is a market opening for PLTC in the Decatur and Millikin community. At least 70% of the people surveyed at drank tea at least occasionally, showing that there would be a demand for PLTC’s tea products.64% of those surveyed reported a preference for a relaxing atmosphere. Due to this strong response, PLTC will provide a relaxing atmosphere for its customer, especially its college students who typically lead hectic lifestyles.When asked about flavor preference in regards to smoothies, 30% reported Mango, 16% Watermelon, 14% Strawberry Banana, 12% Peach, and 8% Strawberry. The latter percentages help PLTC determine the inventory needed to purchase in flavored syrups, powders, and fruit based on the local taste.Financials142427530797500Startup Costs: 1 monthPLTC will require $45,644.05 to begin operating for the first month. PLTC loan of $14,000.00 will cover the rest of the cost of startup. Although there are no direct boba tea competitors within the Decatur area, there are several different coffee and tea ventures in the Decatur area. Thus, PLTC location plays a crucial role in attracting its target market of university students. Our business will be located on Oakland Street, which will attract those living on campus and the area’s local residents as well. Rent for the building will total $750.00 per month, with renovations adding up to $13,070.81. The renovations budget includes new flooring, the addition of interior walls, and décor. Organizations will total to $1,500.00 for insurance and legal fees. PLTC will require new equipment to make the products, totaling $19,720.24. PLTC will also have miscellaneous money just in case PLTC forgets anything totaling $10,000.00.Balance SheetPLTC balance sheet discusses the current assets it will take to open the business and what is expected after one year. Also it discusses the current assets that include cash, inventory, and prepaid expenses that total $16,449.19. PLTC long term assets include property and equipment, and leasehold improvements that total to $29,550.81. Each of the four PLTC owners will each invest in $8,000.00 into PLTC. PLTC will get a $14,000.00 loan from the bank to cover the rest of the cost of startup. After one year, in current assets PLTC predicts to have $96,261.85, which includes $91,521.61 in cash. PLTC plans to have $124,164.66 in total assets after the first year. After one year, PLTC predicts only to have $11,617.65 to pay on the loan PTLC borrowed. PLTC owners predict to have retained earnings of $80,547.01. After one year, PLTC plans to have $124,164.66 in total liabilities and owner’s equity.-38354045656500Statement of Cash Flow: One yearPLTC will start out with $11,708.95 to cover unforeseen expenses during the first month of business. During the months of June and July PLTC will plan on having fewer customers, meaning, not much of an increase of cash flow. PLTC will balance this by having miscellaneous money used in emergencies situation. Our cash flow will grow throughout PLTC’s first year, resulting in an ending cash balance of $90,510.60.Labor BudgetPLTC plans to hire both regular employees and work study employees. The labor schedule shown above is a typical week in January through May and August through December. The average pay rate for a regular worker is $8.25, and the pay rates for the head of staffs are $10.00. PLTC does not pay work study workers. Millikin University pays the students from the federal funds they get from the federal government. Mallory Casner will also be working but will not get paid because it’s part Human Resources responsibility to work. Mallory Casner will receive an extra 2% of the profits for working. Regular employees will allow PLTC to distribute longer and more consistent hours, whereas work study employees will require more flexible hours but pay will be more cost effective for the business. The average cost of monthly wages will total $5,200.00.During the Months of June and July PLTC expects to see a decrease in business due to the decrease in its target market. PLTC’s primary target market is Millikin University students; however, during the summer months they are not on campus and will no longer contribute to PLTC’s revenue. All the Millikin students leaving means there are no work study workers during these months and because of this PLTC will add one more regular worker to our schedule. The rates are still $8.25 for regular workers, and $10.00 for head of staff workers. Mallory Casner will also work in the June and July for no pay too. In these two month, the average cost of monthly wages will total $5,088.00.Income Statement-190519304000PLTC will plan to generate $333,896.25 in sales based on PLTC research. Cost of Goods Sold, COGS, is $89,568.38. This is including our cups, straw, tapioca pearls, etc. PLTC will plan to have a gross profit of $241,327.87. PLTC will have an employee benefit expense that will total $1,008.00. This expense will be used to give rewards for the goals achieved and hard work performed by PLTC employees. Payroll Taxes a. Rent will cost $750.00 a month, which was set by the owner of the building. Utilities will cost PLTC $743.00 a month. Utilities include water and sewage, electric, and garbage. PLTC will have $100.00 on hand per month for repair and maintenance for emergencies. Insurance will cost PLTC $500.00 a month. Professional fees are for the lawyer PLTC will have, which will cost PLTC $1,000.00 a month. PLTC will pay an interest fee for the loan PLTC took out to help with the startup costs. PLTC total operating expense is $122,112.06. PLTC’s net income before taxes is $119,215.81. Taxes from the state and federal government are about 30% of your net income, so PLTC would pay $39,268.80 in taxes. PTLC’s Net Income for the first year is $79,947.01. The profit will be split up between the PLTC owners by their share.MarketingPearl Leaf Tea Company (PLTC) will provide the Decatur community with unique tea and smoothie beverages. PLTC will be offering Boba tea which is a refreshing take on traditional tea and smoothies. PLTC’s primary target market will be Millikin students, which is why it will concentrate on promoting its products in a way that is receivable by this type of consumer. Promotion will be greatly influenced by sociological and technological factors. More and more people are staying updated on promotions and events through the internet. The American lifestyle also demands mobility and time efficiency, which is why PLTC will market its products to fit the lifestyle of its customers.StrategiesKey Survey FindingsMarketing ImplicationStrategyMost of PLTC’s surveyors have not yet tried Boba teaNiche in the tea and beverage market for a specialty productPLTC will focus on brand awareness to increase the level of consumer identification with PLTC’s Boba tea.The average price customers would pay for a smoothie is between $3.00-$4.00PLTC will need to attract customers with affordable but still profitable pricesPLTC will use the Penetration Strategy in order to gain a good consumer base when first opening30 of PLTC’s surveyors were Millikin StudentsPrimary target market: Millikin StudentsPLTC’s marketing will concentrate on social media due to the rise in influence20 of PLTC’s surveyors were local Decatur residentsSecondary target market: Decatur localsPLTC’s advertising will include direct mail and radio to reach this group of peopleStrawberry banana was a customer favorite, but was not listed as a choicePLTC will cater to local tastes in order to establish exceptional customer satisfactionPLTC will distribute surveys during the year to stay updated on flavor and product demandsPricing PLTC plans to utilize the penetration strategy in regards to their pricing strategy. The company will price their products based off of what research shows but still low enough for the customers to enjoy a high quality tea. Because PLTC is the only place selling Boba tea it allows the prices to stay at a lower rate. Research shows that an average cost of a 16 oz. cup costs around $3-$5 depending on what ingredients are put into the drink. Surveyors were asked what they would pay for a smoothie. Out of 50 people, 39 surveyors selected the $3-$4 range. Based off of research and its survey PLTC will price their products using a penetration strategy, in order to attract more customers by keeping its prices low in the first few years of business and slowly increase them to generate more profits, based off the information gathered. PLTC also researched and agreed that its prices would be enough to support and bring a profit for the company. Another product being sold at PLTC is baked pretzels. On average a pretzel is sold around $2.50. PLTC will sell its pretzels individually at $2.50. Both products are priced to ensure that the company will not lost money, but still generate profits.DistributionPLTC will distribute its products mainly through the store. No other store or company serves Boba so PLTC competition when it comes to distribution is very low. Customers will have to come inside the store to purchase their Boba tea and pretzels. The plan is to deliver the product at a fast speed to limit the wait of the customer. The customer will be asked to select a type of flavor, and then their drink will be made right in front of their eyes. The drink will be poured out of the blender into a 16 oz. cup then sealed to limit the chance of being spilled. The drink comes with a big straw to allow customers to eat the tapioca pearls. PLTC will plan ahead for the pretzels, baking them ahead of schedule to ensure no long waits for the customers. After baking the pretzels will be set into a warming center to ensure a fresh baked pretzel. PLTC will distribute the best Boba and fresh bake pretzels around to keep up customer’s satisfaction.PromotionPLTC will use an integrated marketing communication strategy, not only to inform its customers about its products, but also create an effortless experience for its customers. PLTC will accomplish this by having its advertising, sales promotion, public relations, direct marketing, personal selling, and online communications work together as a unified force. PLTC strives to inform Millikin students and locals about its products and entice them to purchase our products. Radio: PLTC will have radio ads playing on the radio station on the lower level of Richards Treat center, a place where many students eat dinner. By utilizing this form of promotion, PLTC will be reaching its target market because there will always be students in this location, thus increasing the company’s publicity.Events: Each month, PLTC will offer its customers an opportunity to receive a free miniature Boba tea beverage by showing an A on an exam. The goal of this promotional event is to show customers that PLTC appreciates their loyalty and business, but without losing a significant amount of profits. This will be accomplished by offering customers a small version of their product, which promotes both sales and a value for education. By promoting education and studying, PLTC will establish a good image and brand. Volunteer: Another way to show PLTC’s sound values while also promoting its business will be through selling its products at a reduced price at local charity events. PLTC will approach organizations like the American Cancer Society, local food drives, and animal shelters to sell its products, while also staying involved and helping the Decatur Community.Social Media: PLTC will also take advantage of the rise in power of social media by creating a Twitter page and Facebook page. Since all the owners of PLTC currently attend Millikin, the ever-growing social media trend is evident. Whether students are walking to class, on the quad, or in the dining hall, many students can be seen looking at their cell phones, utilizing these websites. An advantage to this type of promotion is a relatively low cost. These webpages are free to create, and only require the investment of time, rather than money. PLTC’s social media approach to promotion will allow the company to not only establish great customer satisfaction but also brand awareness and loyalty. In addition to generating profit, PLTC strives to provide exceptional customer satisfaction. By having social media forms of communication, PLTC creates an outlet for customers to express their comments and complaints, which will provide the company with the necessary information to ensure its customers return. By satisfying the demands of its current customers, PLTC will increase the chances of those customers telling others about PLTC’s smoothie and tea products. Brand awareness will be adopted by making sure Millkin students are aware of PLTC’s business and products by creating a name for itself. The more PLTC’s comments are posted, commented upon, and retweeted, the more established the brand will become in the Millikin community. Brand loyalty will also be accomplished through social media by tracking all of the company’s customer’s suggestions, whether they be positive or negative. The end result of addressing these comments would be improved customer service and loyalty to PLTC’s company.Fliers/Posters: In addition, PLTC will also post fliers and posters around Millikin’s campus to increase the brand awareness to its target market. By placing flyers in posters in the most trafficked areas of the campus, there will be a greater chance of staying on the mind of the consumer. These advertisements will be placed near camp Direct mail: PLTC will utilize direct mail in order to reach the local Decatur community. It will mail a flyer describing the business and its products. PLTC will be mailing these flyers to houses within a 15 mile radius of the business. By reaching out to other parts of the Decatur area, PLTC will gain the Decatur community as loyal customers and community support.ProductionProduct Forecast The rise of Boba is climbing. Everyday new and more people are buying and loving Boba. Research shows that on average a store can sell 250-500 servings daily. Some of these establishments can even sell over 1000 servings per day. Based off research, PLTC estimates 200-250 servings per day. Statistics show that this year the tea business will grow to 15 billion which is a huge jump from 4.6 billion in 1999. Another industry that is growing within the tea business is the smoothie industry. More and more people are becoming health conscious and buying these delicious drinks. Research shows that smoothie sales have risen 80% from 2002 and have seen a 2 billion dollar increase .Looking at research PLTC will use this trend to market their product and bring back a high profit. PLTC estimates selling around 7000 servings per month. At PLTC average drink costing $3.25-$3.50 PLTC estimates making a gross profit of an area of $22,750-$24,500.Because PLTC target marker shrinks in the summer due to students on summer vacation, PLTC will lower its staff and only sell selective drinks. Due to the new booming market of Boba, Tapioca Pearls have been in redesign to have flavors inside the chewy pearls. Developers of Boba are making advances in industry that will make the market even bigger.PLTC plans to generate $330,896.25 in sales. PLTC has taken its status as a new business, which is exhibited by a fluctuation in sales during the summer months. In order to counteract this problem, the company will target brand awareness in its marketing plan. In order to avoid a loss in June and July, Pearl Leaf will reduce the number of employees. The prices of our products range from $1.75 to $4.50. That includes Boba, Pretzels and Combinations of both. In every month, PLTC estimated the amount of sales by predicting the average servings per day. Using the average we divided the amounts by smoothies, pretzels, and combinations of the two products. The total sales for PLTC of the year were $330,896.25.PLTC forecasts that the highest month will be September with a sale of $33,225.00. The lowest month July is estimated around $21,300.00. The average of PLTC sales will generate $27,575.00.Control SystemsTo reach its goals in high customer satisfaction and profits, PLTC will utilize control systems to regulate its progress with its products and services. In order to make profits, PLTC requires close examinations in all of its expenses.Annual plan control: In order to ensure that annual sales and profit goals are achieved, PLTC will monitor its performance through management to examine where the planned results are meeting met. If PLTC’s expected results are not being met, it will determine the cause and take corrective action to ensure that its goals and performance are in sync.Profitability Control: PLTC will determine where the company is making or losing money by examining which particular products are generating profits and which are not contributing. Management will then utilize this information to make decisions on the expansion or limiting of certain budgets. Efficiency Control: PLTC will improve its spending efficiency by improving upon or changing its marketing techniques to generate efficient sales and high profits. It will also improve its sales-promotion efficiency by recording the costs and sales impact of each sales-promotion offered to its customers.Strategic Control: PLTC will continue to adapt to the current and future marketing environment by conducting thorough market research. PLTC will then determine whether it is following the best sales approaches in the current or impending market.Manufacturing ProcessFirst, ingredients must be bought from suppliers. Ingredients include fresh fruit, syrups, mixes, and tapioca pearls. Once in store possession, PLTC will be ready to make the products. All pretzels will be baked each day, as needed to ensure the freshness and good quality of the product. Our Boba drinks will go through the same universal process to ensure the same, great taste each visit. The customer will have a wide variety of drink flavors to choose from so that there will be a flavor to match every type of customer’s needs. All of PLTC’s products will be made in a uniform manner to deliver the same great results to every customer. In the case of a product needing improvements, PLTC will be flexible to improve products to produce the best Boba that Decatur has to offer. Store LayoutPLTC’s company floor layout is 1200 sq. ft. The entire manufacturing process takes place in PLTC’s kitchen allowing the customer to see his/her Boba being made to perfection. This develops a customer’s because they can see how their order is made. Because one of PLTC’s main goals is to spread culture, showing the customer how the product is made will benefit the company in completing that goal. The different machines that are used to make the Boba and pretzels include: a cup sealer to seal off cups for those who are on the go at no extra cost, commercial grade blenders for crushing/mixing drinks, ovens to bake the pretzels and also smaller miscellaneous items. Because of the small amount of equipment, this allows PLTC to dedicate the remaining space for its customers and student area. The student section is an area designed for students to hang out and do homework. The area will contain an array of large, comfortable chairs, TVs and tables to do homework. PLTC target market includes a majority of Millikin students. In order to achieve a high number of student customers, PLTC must provide a student friendly atmosphere. By offering an area catered to the average hectic student schedule, students will be more inclined return. Other customers who are not students are welcomed to sit at PLTC tables and enjoy a refreshing drink and warm a baked pretzel. Customers will pay and order at a counter that separates the kitchen and dining area. DesignPLTC will have a trendy but modern décor to fit its target market of Millikin students. We aim to keep the atmosphere relaxed with a variety of seating choices throughout the building. We will have paper mache drop-down lights over the seating areas to create soft lighting. On the far left of the building, there will be booth seating where families or bigger groups can sit comfortably. Further up in the store, near the bathroom will be round tables and chairs. These are here for the couples who come in or the single customer who is waiting for their boba tea to be ready. The bathroom will be unisex and handicap accessible. A bar style is set up in the front of the store with track lighting above it. This will be the area where customers come to place their order, pay for it, and pick it up. The other bar area with bar stools will be a place for groups to sit and have a more face-to-face conversation. PLTC has the entire right side of the store set up for a lounge directed towards the student population. Within the lounge there is a study area of four desks, computers and chairs set up for students to be able to work on their studies. Also, the store will have chairs and cocktail tables, which are portable and will benefit the student who needs to work in a certain area. Located near the lounge area will be a Smartboard provided for students. When students and customers seek relaxation, there will be couches and arm chairs situated around a flat screen T.V.Production PlanPearl Leaf Tea Company (PLTC) is a company that manufactures and sells Boba tea and handmade pretzels. Boba tea is a newly thriving drink that originated in Taiwan during the 1980s. The tea based drink is either mixed with, fresh crush fruit, milk, fruit or other flavored syrups. All Boba tea drinks are blended with chewy tapioca pearls. The creation process of the drink is quite simple and relatively inexpensive. An average drink will cost approximately $.75 and will sell at an average of $3.25. PLTC will purchase all the drink mixes from a Boba tea producer and will compose the drink at the store. Products purchased will include the following: powders, syrups, tapioca pearls and the machines used for making the drink. PLTC’s pretzels will be made at the store and just like the Boba tea, the ingredients and equipment will be purchased at a pretzel maker retailer. The pretzels will be sold in three flavors: salt, cinnamon and plain. PLTC will create all products at the main store and then proceed to sell those goods to the public, which will generate profits.Boba Tea Manufacturing Process First, ingredients must be bought from suppliers. Ingredients include fresh fruit, syrups, flavored powders and tapioca pearls. Once in store possession, PLTC will be ready to make the products. The first step in producing Boba tea involves cooking the tapioca pearls. This is done by boiling the pearls, and rinsing when cooked. The second step involves creating the milk tea mixture by adding the flavoring powder to hot water, stirring in ice and shaking the entire mixture together. The last step in making Boba tea is pouring the milk tea over the tapioca pearls. Another way to enjoy Boba tea is by making it in a smoothie form. Combine water, syrup flavoring, ice, and creamer in a blender. Then pour the contents over the tapioca pearls to enjoy.Baked Pretzels Manufacturing Process For the baked pretzels the following ingredients are needed: warm water, active dry yeast, brown sugar, salt, flour, baking soda, salt, and butter. The first step is creating the dough by combining the sugar, salt, yeast, water, and flour. When the dough has risen, it must be rolled into a long rope and shaped into a pretzel. After the pretzels are baked, they must be brushed with butter.Equipment PLTC uses the recommended equipment suggestions from its main wholesaler. The two most important equipment items needed include the Sealing machine and the Blender. The Automatic Sealing Machine is will to provide customers with the alternative of an on-the-go drink, meaning a lid that won’t spill. The cost of the sealer is $1,699. Some of the Key features include: Low cost investment, easy to operate and maintain, small in size and lightweight, quick and effortless packing operation, unique and customizable font plate design and Automatic or Semi-Automatic control operations. The second piece of equipment is the Commercial blender. Starting out PLTC will purchase the Blendtec Smoother 15Q. It was chosen due to its high quality results and exceptional reviews. Noise reduction was also taken into account when choosing this blender. PLTC wants its company to enjoy being at Pearl Leaf, without excessive noise. The total cost of the blender is $919.99. The last equipment item that PLTC needs for operation is an oven to bake the Pretzels. It will purchase the Bakers Pride Countertop Pizza / Pretzel Oven. It will allow PLTC to cook 6 pretzels at the time. With smaller miscellaneous equipment not stated yet in the plan, PLTC will dedicate $5,000 amount just in case we need a new tool/equipment for the kitchen. Also in this category includes eating utensils and other cooking tools.InventoryIn addition to equipment, PLTC requires a variety of supplies to produce it Boba Tea products and baked pretzels. To make the drinks, PLTC will purchase tapioca pearls, syrups, powders, all from BobaTeaDirect. The syrups are used to make fruit flavored drinks, with prices ranging from $8.75-$11.25. The syrups come in 64 oz. containers, providing 20-25 servings. PLTC will purchase to powders for flavors that include, coffee, mocha, chi and green tea. Each bag of powder provides 25-30 servings. The Tapioca pearls come in different flavors, colors and shapes. PLTC will order basic tapioca pearls, with prices ranging from $6.5 to $10.00 for 6.6 lbs. Other pearls such as the popping or bursting pearls can cost up to $100. These are more expensive due to the flavors and juices mixed within the drink. PLTC will consider adding these to the menu for additional cost or for special holidays. The last ingredient that PLTC will require is the fresh fruit. PLTC will buy all fresh fruits from Sam’s Club located in Decatur. Fruits include Bananas, Strawberries, and other various fruits. The milk for the Boba tea and pretzel ingredients will also be purchased from Sam’s Club. PLTC will consider all types of milk including soy milk. SuppliersStarting out PLTC will purchase form three suppliers. The first supplier is Boba Tea Direct, located at: 10200 E Girard Ave, Suite B-330 Denver, CO 80231.Since we are purchasing a lot of our bigger equipment form Boba Tea Direct, PLTC starting costs will be more than the average month. Total Starting costs for Boba tea is $34,695.00. This includes the blender, the sealer and all flavors. PLTC’s second supplier is Sam’s Club located at: 4334 N. Prospect Decatur, IL 62526. The average cost will fluctuate each week due to the demand in flavors. The last Supplier is Katom Restaurant Inc. This is an online store just for restaurants. The main item required is the Pretzel oven. PLTC will buy the oven and utilize this supplier once. The total cost is $1,663.76.Conclusion In summary, PLTC will produce profits by having an efficient marketing and production plan. The production process will be kept simple and consistent to ensure that all employees work as efficiently as possible, and provide customers with the best customer service possible. We will provide fresh products, good quality, and reasonable prices. In addition, the company’s marketing plan will continue to change to keep up with the different factors that affect our business such as popular flavors, incoming competition, and the economic changes. PLTC will have an adaptable environment which puts us ahead of our competitors by making it easier meet customer’s needs.Management and Legal EntityPearl Leaf Tea Company will use a general staff to run daily operations. Each staff member will have one specific job title for his/her shift. In charge of the general staff, will be the General Manager. PLTC General Manager will be Mallory Casner, since Mallory needs days off, PTC will hire another General Manager to perform all duties assigned to his/her position. Alex Tueth Accounting and Natalie Mendez PLTC Marketing Executives will not be assisting in the General Management of PLTC’s regular procedures. Nate Trout the CEO, will be on call and able to support if the two General Managers need assistance. By using the Company’s owners PLTC can reduce cost on Employees. Managerial FunctionsPLTC’s management philosophy, first and foremost, includes treating all employees in a positive work manner. In addition, PLTC will motivate its employees through job enlargement, which includes making the job more challenging and fun. In order to create a strong and positive work environment PLTC, will use the 4 steps of managerial functions. The four functions include Planning, Leading, Organizing, and Controlling. PlanningLeadingOrganizingControllingPLTC will use the first component to help set goals, strategies and standards for the company. It will also enable PLTC to determine how much resources are neededPLTC will use leasing to help guide and motivate the company’s employees. The management tea, will explain routines, policies, and give assignmentsPLTC will use organizing to help build a strong work force; PLTC will select, train and recruit the company’s employees. PLTC will develop quality staff members and place them where they would be most effective.PLTC will use controlling to measure results, watch performance, reward performance, and take corrective actionPLTC will follow the latter components of management to help build a strong central management team, and to help promote a quality company. The four equally balanced components will generate a positive work environment. OrganizationPLTC will acquire less than 10 employees to run the company. The employee’s job titles are divided into two different categories: Head of Staff and staff. Each shift will include one head of staff and three staff members.Head of staffThe main roles the Head of Staff will be tasked follows close to a manager. His/her roles include: planning, daily operations, organizing, and directs workers to full potential. On a typical day, The Head of Staff will open shop and make sure equipment is working properly, check on the tables and make sure they are clean and ready for the upcoming day. The HOS will also check and sanitize bathrooms if need be. Besides cleaning, the bigger roles include, checking stock and reporting how much resources are left. After the store has officially opened up, the HOS will always examine and resolve any complaints, super vise all staff members and distribute correctional write ups if necessary, follow health and safety regulations, keep financial records, and other carious duties assigned by Management . The Head of Staff employees include, Mallory Casner, a hired employee and Nate Trout if necessary.Staff Members Staff members are the makers of Boba and cleaners at the end of the shift. Their roles include: making Boba, clean, take transactions, bake pretzels, carry in stock. During the day the staff members will run equipment and make quality Boba following the giving recipes as well aslean bathrooms, floors, tables, and equipment if need be. Employees will also take customers’ orders and payments. Bake pretzels using recipe, and following assignments given by the Head of Staff.Legal EntityAccording to Small Business Association and the NAICS code regulations, PLTC is a classified as a small business. Because it is a small business, the four owners decided it would be best interest of the company to follow a Limited Liability Partnership (LLP). PLTC has four owners, 3 having an equal share and the CEO having more shares of the Company. One of the key advantages is protecting the owner’s personal assets. An LLP protects each partner from the misconduct of the company from other partners. Investors and the Owners can contribute their investments without the thought of losing more than the investor invested. It also provides a flexible management structure, and partners have the power to decide to how much they contribute to the company and they can elect to have no authority over business decisions.Partners AgreementEach of PLTC founders will contribute an equal share to the company. To reach a stable amount, the four owners will subsidize $8,000. Using this strategy, PLTC can borrow less money from the bank to lessen repayment charges. PLTC organizational structure is divided among four officials. When dealing with profits, PLTC will divide the profits up based on the owners shares. When dealing with losses, PLTC will use the miscellaneous funds to cover the loss. In the case of over spending the account, PLTC will find investors to invest in the company, but not have a say in business decisions. If PLTC versus a conflict between owners. The four owners will vote, if there is a tie, then the CEO will make the final decision.If a member of the team wishes to leave then the shares will be divided among the remaining owners. If the CEO wishes to leave, then one of the remaining owners will be promoted to CEO and receive the shares of the previous CEO. 52070053086000Management StructureRisk and ContingenciesThe biggest potential risk to PLTC is the new product to the area. Customers don’t know the product and spreading the great taste of Boba might be a challenge. PLTC will use several strategies to solve this big risk. Another risk is competition might enter the area after PLTC opens. In this case, PLTC will strategize a new plan to change prices and limited the risk of the competitors. In any business they’re risks around every corner. PLTC will budget and plan for the unexpected.Management GoalsPearl Leaf is going to follow Specific, Realistic and Timely goals from the SMART goal elements. The specific goals have the 6 W’s; who, what, where, when, which, and why. PLTC will decide who is involved in a business, what the main goal is, where PLTC will be located, which method of partnership PLTC will use, and why PLTC are in this business to begin with. PLTC will use the realistic method because PLTC wants to have goals that can be reached within reason. PLTC wants to keep our goals centered on the most important part of our business; customer satisfaction. PLTC also will have timely goals where PLTC will set deadlines for each of our goals. Since PLTC wants to keep our customers happy, PLTC want to deliver good service in a quick effective way. One of PLTC goals is to provide high quality refreshing Boba to its customers along with customer satisfaction. To make this goal possible, PLTC will follow a strict recipe to make sure every Boba is the same quality and taste. Another goal for PLTC is to add diversity to the community. Since Boba is new foreign drink, PLTC wishes to bring a new cultural to the Millikin students and Decatur area. In the future, PLTC wishes to expand its business to other cities across Illinois. In order to accomplish this goal, PLTC has to plan and stay on budget. PLTC will also use more investors to help support the expansion of the business if necessary.Using this structure and strategies, PLTC will stay in control and reach success in all goals planned for PLTC.7 year StrategyPLTC owners picked a partnership because it is easy to start and close. In a 7 year plan, PLTC is planning to own more than one store by the end of the 7 year plan. PLTC plans to become greatly-known throughout the cities of Illinois. By the end of the 7 year plan, PLTC will decide if it has acquired enough profits to start a corporation or if it will sell the company. If PLTC fails to have the required funds then PLTC will hire an Appraiser for assets and to assign a market value of the Business. PLTC will also use the S.D.E (f seller’s discretionary earnings) formula to grasp a concept of how much the busy is worth. Once PLTC sells, the cash will be divided up based off of owner’s shares. If PLTC expands to a corporation, then it will advance into an S corporation for better possible investors and more funds to reach and spread the business to more potential target market areas.Appendix-154940-1206500-4870450003746506667500Pearl Leaf Tea CompanyBalance SheetAssets??Current Assets:Opening DayAfter One YearCash$11,708.95$91,521.61Inventory$3,240.24$3,240.24Pre-paid expenses$1,500.00$1,500.00Total current assets$16,449.19$96,261.85???Long-Term Assests??Property and Equipment$16,480.00$16,480.00Leasehold Improvements$13,070.81$13,070.81Less: Accumulated Depreciation$0.00$1,648.00Total Fixed Assets$29,550.81$27,902.81???Total Assets$46,000.00$124,164.66???Liabilities and Owner's Equity??Liabilitiies??Loan Payable$14,000.0000003810000019050000$11,617.65Total Liabilities$14,000.00$11,617.65???Owner's Equity??Investment Capital$32,000.00$32,000.00Accumulated Retained Earnings$0.00$80,547.01Total Owner's Equity$32,000.00$112,547.01???Total Liabilites and Owner's Equity$46,000.00$124,164.6675501533464500Labor ScheduleJanuary through May and August through December Worker ScheduleDay ShiftPay RateMondayTuesdayWednesdayThursdayFridaySaturdayTotal costWorker 1$8.2588888$330.00Worker 2$8.2588888$330.00Work Study Worker$0.004444$0.00Work Study Worker$0.004444$0.00Work Study Worker$0.004444$0.00Work Study Worker$0.004444$0.00Work Study Worker$0.004444$0.00Work Study Worker$0.004444$0.00Head of Staff$10.008888$320.00Head of Staff$10.008888$320.00Mallory Casner$0.008888$0.00TotalMonth Wages$5,200.00Annual Wages$52,000.00 June and July Worker ScheduleDay ShiftPay RateMondayTuesdayWednesdayThursdayFridaySaturdayTotal costWorker 1$8.258888$264.00Worker 2$8.258888$264.00Worker 3$8.258888$264.00Head of Staff$10.00888$240.00Head of Staff$10.00888$240.00Mallory Casner$0.0088$0.00Total Weekly Wages$1,272.00Monthly Wages$5,088.00Bibliography ................
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