Project: “Under the Same Sky” Erasmus+ KA2 2016-1-RO01-KA219 – 024453
PLANNING A BUSINESS: FROM IDEAS TO FACTS
The Business Plan
A good idea is important but it is not enough. 2
DEFINITION AND USAGE 
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It is a written document that describes in detail how a new business is going to achieve its goals. It is used to define the contents of the project and its feasibility.
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STRUCTURE A business plan should be short and concise It should have tables and charts It should present “attractive” graphics It should summarize the project (executive summary) It should explain the financial forecast It should develop over a period of 5 years
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A. THE EXECUTIVE SUMMARY
It is the summary of the content of the business plan (max 3 pages) and it should contain: 1.
Brief description of the business
2.
Brief description of the project paying attention to:
Objectives Actions Main expected results
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B. THE BUSINESS 
This section will show all the business data as regards: 1. 2. 3. 4.
Business point of view Promoting subjects Business mission Financial data
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C. THE PROJECT TAKES INTO ACCOUNT:
1.
The product (goods or services)
2.
The consumer
3.
The production (how to organize it)
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2. THE CONSUMER MARKET ANALYSIS Before selling anything you should know what “the customer” wishes : you should start from his/her needs “ Don’t sell what you want to produce, but produce what you can sell”
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HOW TO SELL
A company uses effective marketing strategies to sell a product/service to the final consumer. The basic elements of marketing are commonly known as the marketing mix:
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product;
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price;
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promotion;
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distribution;
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human resources.
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THE PRICE
it is considered a decisive element in the consumer’s choice ; it is important to compare prices with those of competitors and the costs of production.
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THE PROMOTION IT
CONSISTS OF A NUMBER OF MEANS
SUCH AS: ADVERTISING, DIRECT MARKETING ,PUBLIC RELATIONS, PROMOTIONAL SALES, WHICH ARE USED TO INFORM THE POTENTIAL CUSTOMER ABOUT THE EXISTENCE OF THAT PRODUCT AND ITS ADVANTAGES .
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THE FINANCIAL FORECAST 
The most complex part of a business plan is the Financial plan. In this section the financial requirements of the project (internal and external sources) will be evaluated and different phases will be analysed : a)
investment plan;
b)
financial sources plan;
c)
proceeds and costs;
d) e)
anticipatory budget; cash flows.
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Project: “Under the Same Sky” Erasmus+ KA2 2016-1-RO01-KA219 – 024453
A. Company details Company / team name: SFZ - Eichstätt / Burning lights Country: GERMANY Employees of the company (team members) 1. Fabian Berneis 2. Tobias Buberl Contact person: Iris Weitzel-Buchner The idea of the business (what will the company do to whom?): Producing wooden candelabers. Description: -product / service presentation -function of the product / what it will be used for - what is the purpose of using the product? Our product will be wooden candel holder, which we produce in our school. They can be used for candels for the whole year. Special in Christmas time we can sell this product. Target group - What are the target customer categories? - What are the people who can buy the product? - What needs does the product / service satisfy? It will be a - Home furnishings - a small item. It will be useful for everybody and special in winter time and Christmas time. We need a room (our school workroom) We need small round wood parts and wooden tool like filing.
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Project: “Under the Same Sky” Erasmus+ KA2 2016-1-RO01-KA219 – 024453
B. Feasibility Financing: -What costs will the company have to make the product and what are the sales revenue estimates? We will need wooden materials. For one tool 1 €. After the artistic processing we will sell it for 2 €. Technology: - Equipment needed for product / service rendering. We need wooden files, wood drills, emery paper. Human Resources: What human resources do you need to achieve the product / service? We will weekly work with our class (12 students) for 4 school hours for one month. Marketing & Sales: How do you intend to promote and sell the product? (Aspects to keep in mind: - Price level -The distribution channels to be used / what forms of sale are you going to use?) Information about our product and the social idea behind to: - our parents by a letter - to the local newspaper with an exactly description about our idea - as announcement to the whole school - at the Christmas market surrond Eichstätt, where we will sell with a large poster. USP (Unique Selling Point): What makes your product so special or differentiated from other products on the market? It s made by students and special for Christmas markets. We will spend 0.50 € at a special need organisation. Investment Recovery: (List 2-3 possible investors and 2-3 recovery opportunities for the investment you wish to present to them.) Carpenters Parents Teachers 15
Project: “Under the Same Sky” Erasmus+ KA2 2016-1-RO01-KA219 – 024453
A. Company details Company / team name: BE VEGAN Country: ITALY Employees of the company (team members) 1. Danilo 2. Giada 3. Valentina 4. Mariapia Contact person: Mariapia The idea of the business (what will the company do to whom?): Vegan restaurant exclusively based on organic ingredients. We will create a little shop inside the restaurant, selling all the products used in the kitchen. Description: -product / service presentation -function of the product / what it will be used for - what is the purpose of using the product? The products will be rigorously organic, healthy and vegan. We have chosen this kind of activity because of the growing interest in veganism. The purpose of the products is to send the message that eating vegan means eating healthy and tasty at the same time. Target group - What are the target customer categories? - What are the people who can buy the product? - What needs does the product / service satisfy?
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Project: “Under the Same Sky” Erasmus+ KA2 2016-1-RO01-KA219 – 024453
People of all categories are our potential customers, both children and grownups. The aim of our activity will be the creation of a restaurant, based on vegan, healthy and organic products with a seling point where the customers can buy the same products as shown in the menu.
B. Feasibility Financing: -What costs will the company have to make the product and what are the sales revenue estimates? Business Estimates - BE VEGAN Vegan restaurant: the estimate is based on 80 daily meals for a total amount of 1920 monthly meals and 25040 yearly (considering 313 working days). The average price per person is 22€ (food and drinks). Shop: the estimate is based on about 50 sales receipts per day for an average amount of € 11 for a total amount of 15650 receipts per year (considering 313 working days) for a total amount of 103.290 €. Online shop: we estimate about 30 purchases everyday (about 33 € each). The deliveries will be made on the same working day sas the restaurant (in order to reduce the operating costs) and as a consequence the estimated yearly sales volume is 9390 €. See attached file also. START-UP COSTS Start-up commercial costs Renovation and equipment purchase Website creation Fridge TOTAL
4.000,00 70.000,00 3.000,00 10.000,00 87.000,00
Fixed annual costs Rent Hardware and machinery servicing Website maintenance Certtifications (organic…) Salaried workers Consultants Other costs (banks, insurance…. TOTAL
227.180,00
Variable annual costs Raw materials
170.000,00
36.000,00 2.000,00 180,00 4.000,00 175.000,00 10.000,00
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Project: “Under the Same Sky” Erasmus+ KA2 2016-1-RO01-KA219 – 024453 Other materials Utilities (electricity, water, gas, heat, local taxes..) Packaging Promotion
5.000,00 26.000,00 4.000,00 8.000,00
TOTAL
213.000,00
TOTAL ANNUAL COSTS
527.180,00
ANNUAL EXPECTED INCOME (RESTAURANT AND MARKET)
1.032.900,00
Technology: - Equipment needed for product / service rendering. An equipped kitchen, tables, chairs, fridges and shelves for the shop. Human Resources: What human resources do you need to achieve the product / service? Salaried workers: Shop assistants, waiters, chef and cook Consultants: Accountant. Marketing & Sales: How do you intend to promote and sell the product? (Aspects to keep in mind: - Price level -The distribution channels to be used / what forms of sale are you going to use?) -Competitive prices and granting high quality at the same time. -Internet advertising, giveaways, free coupons, internet website with online shop, magazines, social networks, public events USP (Unique Selling Point): What makes your product so special or differentiated from other products on the market? The possibility to buy organic and vegan food in the same place where they can be tasted Investment Recovery: (List 2-3 possible investors and 2-3 recovery opportunities for the investment you wish to present to them.) Banca Monte dei Paschi di Siena Teresa and Nancy as investors 18
Project: “Under the Same Sky” Erasmus+ KA2 2016-1-RO01-KA219 – 024453
A. Company details Company / team name: MELANNURCA IGP Country: ITALY/ POZZUOLI Employees of the company (team members) 1 Annapia 2 Giovanna 3 Luigi Contact person: Luigi The idea of the business (what will the company do to whom?): To grow melannurca (Variety of apples growing in Caserta province)on controlled and unpolluted soil. To produce melannurca-based products such as liquors, cakes, ice-creams, jams and much more and sell them in a specific selling point. Description: -product / service presentation -function of the product / what it will be used for - what is the purpose of using the product? The distinguishing mark of our production will be the melannuca, continuously controlled and cultivated on safe and unpolluted soil. It will be the starting point for the production of melannurca-based goods. Target group - What are the target customer categories? - What are the people who can buy the product? - What needs does the product / service satisfy?
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Project: “Under the Same Sky” Erasmus+ KA2 2016-1-RO01-KA219 – 024453
People of all categories are our potential customers. The aim of our activity is to make people aware of this local goodness, granting the quality of our melannurca and give everyone the possibility to taste it in different variations.
B. Feasibility Financing: -What costs will the company have to make the product and what are the sales revenue estimates? Initial annual costs Commercial expenses for goodwill Restructuring and purchase of equipment Website creation Van fridge TOTAL
10.000,00 70.000,00 5.000,00 30.000,00 115.000,00
Fixed annual costs Rental fee (rent) Machinery and hardware maintenance Website maintenance Certifications (organic ..) Employees (salaries, severance pay, taxes ...) External staff Miscellaneous expenses (bank, insurance, local security, personal training ...) TOTAL
476.000,00
ANNUAL COSTS variable Raw material Other materials Utilities (electricity, water, gas, heating, TARSU ..) Packaging Advertising costs and propaganda
100.000,00 5.000,00 40.000,00 4.000,00 10.000,00
TOTAL
159.000,00
TOTAL ANNUAL COSTS
750.000,00
EXPECTED REVENUES
150.000,00 5.000,00 1.000,00 10.000,00 250.000,00 60.000,00
1.611.950,00
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Project: “Under the Same Sky” Erasmus+ KA2 2016-1-RO01-KA219 – 024453
Technology: - Equipment needed for product / service rendering. Soil, farming machines. Human Resources: What human resources do you need to achieve the product / service? Growers, gatherers, workers for the production of melannurca-based products, sellers in the shop. Marketing & Sales: How do you intend to promote and sell the product? (Aspects to keep in mind: - Price level -The distribution channels to be used / what forms of sale are you going to use?) - medium/high prices - Online marketing, website with online shop. Public events, contests, flyering, specialised magazines, social networks, promotions for existing customers USP (Unique Selling Point): What makes your product so special or differentiated from other products on the market? Our strength will be the absolute quality of our melannurca. Furthermore the customer will have the possibility to taste and appreciate the goodness of our fruit thanks to the large number of melannurca-based products
Investment Recovery: (List 2-3 possible investors and 2-3 recovery opportunities for the investment you wish to present to them.) Banca Monte dei Paschi di Siena
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Project: “Under the Same Sky” Erasmus+ KA2 2016-1-RO01-KA219 – 024453
A. Company details Company / team name: VEGETARIANO Country: SPAIN Employees of the company (team members) 1. Jesus 2. Mar 3. Eva 4. Laura Contact person: Jesus The idea of the business (what will the company do to whom?): Selling exotic and less known varieties of tomatoes and peppers which are produced in our greenhouse. Description: -product / service presentation -function of the product / what it will be used for - what is the purpose of using the product? Vegetables produced in the greenhouse are exotic, with some unusual flavors: peppers (Heirloom spanio, Marconi purple, Chocolate Beauty etc.), tomatoes (Abraca zebra, Snow White, Cherry, Drapee, etc.) Our products are intended to be consumed in the raw state: salads, garments.
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Project: “Under the Same Sky” Erasmus+ KA2 2016-1-RO01-KA219 – 024453
Target group - What are the target customer categories? - What are the people who can buy the product? - What needs does the product / service satisfy? The products are primarily intended for restaurants (due to their appearance, taste and fairly high price at first), but also to large consumption. They will sell fresh, wrapped in 500g casserole.
B. Feasibility Financing: -What costs will the company have to make the product and what are the sales revenue estimates?
•Stage 1: costs for building the 1 ha greenhouse: 35 Euro /sqm x 10000 sqm = 350,000 Euro Stage 2: harvest (seeds, nutrients, water consumption, energy consumption, maintenance material): 10 Euro /sqm x 10000 = 100,000 Euro
Step 3: packing line, marketing: 10 000 Euro
Workers' pay (5 workers): 75 000 Euro /year
We estimate that we will get two crops per year, 60 t / ha / harvest, which means: 60 t x 2 harvests = 120 t Income: 12 Euro/kg x 120 t = 1 440 000 Euro/year Technology: - Equipment needed for product / service rendering. Equipment for the greenhouse: metal structure, foil, irrigation system, digital control system, water recycling system, lighting, aerotherm, storage room
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Project: “Under the Same Sky” Erasmus+ KA2 2016-1-RO01-KA219 – 024453
Human Resources: What human resources do you need to achieve the product / service? 5 workers 1 specialist consulting Marketing & Sales: How do you intend to promote and sell the product? (Aspects to keep in mind: - Price level -The distribution channels to be used / what forms of sale are you going to use?) Locally, we will promote products to the region's restaurants and culinary grocery stores in Spain. At European level, Marketing will also be on-line at European trade fairs. Seeds will be purchased from South America and the Netherlands. There will be hybrid seeds with high resistance and productivity. Due to automation, costs will only be high in the beginning, then only 5 workers will be needed. Thanks to the water recycling system and the nutrient surplus, savings will be made. Only the investment from the beginning will be high, then the costs will decrease. Thus, the price of the vegetables produced by us will decrease and will be accessible to larger categories of consumers. Contracts will be established with restaurants and hypermarkets. USP (Unique Selling Point): What makes your product so special or differentiated from other products on the market? Our products are special for their exotic appearance and very good taste. New products are introduced to the market that will attract first the curiosity and then the desire of the buyers. An essential aspect will be the low price. Investment Recovery: (List 2-3 possible investors and 2-3 recovery opportunities for the investment you wish to present to them.) To attract buyers, we'll start with a small greenhouse of about 50 arias to get the first vegetables. These will be presented to luxury dining chains (DiverXO, Refectorio, Ritz Carlton) and hypermarket chains (Carrefour, Lidl, Tesco). Delivery contracts will be established for these companies. For the construction of the first greenhouse, we will make a project for 90% non-reimbursable European funds. We estimate that startup costs will be recovered after the second crop. 24
Project: “Under the Same Sky” Erasmus+ KA2 2016-1-RO01-KA219 – 024453
A. Company details Company / team name: GRANNY’S COOKING Country: SPAIN Employees of the company (team members) 1. Ana 2. Cristina 3. Antonio 4. Cristian Contact person: Ana The idea of the business (what will the company do to whom?): High quality homemade traditional vegetable products such as jams (pepper, tomato), paté (aubergine), pisto (cooked vegetables), fried tomato. Description: -product / service presentation -function of the product / what it will be used for - what is the purpose of using the product? Our product will be different sizes of hermetic sealed glass containers used for eating consumption. Its purpose is Satisfying the needs of the different sectors we aim at: Vegan people (providing natural vegetable food they can use in their everyday life); people highly demanding and conscious with their food intake (providing natural food which can help them to cook faster and with quality).
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Project: “Under the Same Sky” Erasmus+ KA2 2016-1-RO01-KA219 – 024453
Target group - What are the target customer categories? - What are the people who can buy the product? - What needs does the product / service satisfy? The products are intended to vegan people, people with allergies (as our products will be gluten and dairy free –for example), working people of Medium / medium high class. It provides customers who are highly conscious of their diet and eating habits with quality homemade food that will help them to keep their way of life by making it easier with the use of our products (for example vegans or a family with children who can use our fried tomato sauce in our daily life).
B. Feasibility Financing: -What costs will the company have to make the product and what are the sales revenue estimates? Vegetables and other natural ingredients to use: olive oil, salt, sugar… It will be negotiated with the cooperatives to have a cheaper price. As a second alternative, we can buy them directly from farmers. About 10,000€ a year. Establishment: 10,000€ a year Trade: 10,000€ a year for intermediaries and transport At the very beginning we will be using the equipment already at home for the cooking, office and transport. The moment we get benefits we will invest in the facilities or a van. Revenues expected: as the expenses will be minimum at the beginning, we expect benefits in a 3 months’ period. Future investments will only be done when the benefits are steady and allow them. Technology: - Equipment needed for product / service rendering. Cooking utensils and facilities. Transport: a second-hand van Office: computer, printer, phone. At the very beginning we will be using the equipment already at home. The moment we get benefits we will invest in the order already listed above. 26
Project: “Under the Same Sky” Erasmus+ KA2 2016-1-RO01-KA219 – 024453
Human Resources: What human resources do you need to achieve the product / service? Cooking: CRISTINA VICO, ANTONIO NAVARRO; their mothers Transport: CRISTIAN MORALES Office: ANA Mª LOPEZ Marketing & Sales: How do you intend to promote and sell the product? (Aspects to keep in mind: - Price level -The distribution channels to be used / what forms of sale are you going to use?) Shops and supermarkets in the province will be contacted to place our products. Newspaper articles will be paid informing of our company, which uses local products by local people. Emphasis will be done on having quality as our main objective and characteristic. If the cooperatives wish to share part of the benefits, we will use their commercial channels. As for the price, as we aim to create a quality product it will be slightly higher than the average. As soon as possible, radio ads. Our label will show our local origin and use of local products. USP (Unique Selling Point): What makes your product so special or differentiated from other products on the market? It aims to different sectors in the market: vegan people, people with allergies (as our products will be gluten and dairy free –for example), working people (with no time but who are conscious and still enjoy natural homemade food). The difference with similar products in the market is that it is not a mass production, so quality and natural procedures and ingredients will be our main differentiating characteristic. Investment Recovery: (List 2-3 possible investors and 2-3 recovery opportunities for the investment you wish to present to them.) INVESTORS: Cooperatives in the area such as Vicasol or La Victoria RECOVERY OPPORTUNITIES:
Cooperatives can use for our products those vegetables which are not optimum for exportation –because of their size, low prices… With our company, all the incoming vegetables will have a way out. Cooperatives can be offered the possibility of becoming partners –this way we could take advantage of their commercial and transport network. 27
Project: “Under the Same Sky” Erasmus+ KA2 2016-1-RO01-KA219 – 024453
A. Company details Company / team name: ROSE Country: ROMANIA Employees of the company (team members) 1. Bianca 2. Bogdan 3. Giulio 4. Vlad Contact person: Bianca The idea of the business (what will the company do to whom?): Construction and arrangement of a meeting room for weddings, festivities, meetings. Description: -product / service presentation -function of the product / what it will be used for - what is the purpose of using the product? The hall will be equipped with audio-video equipment, microphones, projector, computer with internet connection. A scene will be arranged. There will also be tables and chairs in the hall, and the kitchen will be equipped with all necessary equipment for serving and storing dishes (cutlery, dishes, cooker, fridge). The hall can be rented for weddings, baptisms, festive events, meetings, etc. Catering contracts for different menus can be established.
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Project: “Under the Same Sky” Erasmus+ KA2 2016-1-RO01-KA219 – 024453
Target group - What are the target customer categories? - What are the people who can buy the product? - What needs does the product / service satisfy? The hall will be rented by any person or firm that needs space for festive events.
B. Feasibility Financing: -What costs will the company have to make the product and what are the sales revenue estimates? Construction of the building (area: 20m x 50m, height: 4.5m): 50.000 Euro Climate systems: 20,000 Euro Toilets: 2,000 Euro Kitchen equipment: 2,000 Euro Tables, chairs (for 500 people): 25,000 Euro Tableware, cutlery: 2,000 Euro Sound: 2,000 Euro Total costs: approximately 120,000 Euro The room can be rented as follows: Wedding (all night): 2,000 Euro Day Event: 100 Euro / h From field data, we anticipate that we will have approx. 10 weddings / year, and 20 events for at least 4 hours: 2.000 Euro x 10 weddings = 20.000 Euro 20 events x 4 h x 100 Euro/h = 8.000 Euro The investment will be recovered in about 4 years.
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Project: “Under the Same Sky� Erasmus+ KA2 2016-1-RO01-KA219 – 024453
Technology: - Equipment needed for product / service rendering. Household appliance for kitchen, cleaning and maintenance. Human Resources: What human resources do you need to achieve the product / service? - Team of construction workers and fitters - Administrator, caretaker, waiters. Through this business, we will provide jobs for the locals. Marketing & Sales: How do you intend to promote and sell the product? (Aspects to keep in mind: - Price level -The distribution channels to be used / what forms of sale are you going to use?) The business will be promoted on the Internet, where a web page will be created and flyers distributed in the area: residents, institutions. The price will be competitive to attract customers. USP (Unique Selling Point): What makes your product so special or differentiated from other products on the market? There is no such hall in Halmeu. Therefore, all those who want to organize weddings and festivities must resort to the services of restaurants located at least 40 km away. Our room will be used not only by the inhabitants of Halmeu, but also by the neighboring localities. Investment Recovery: (List 2-3 possible investors and 2-3 recovery opportunities for the investment you wish to present to them.) For construction, we will look for associates among high-income (working abroad), local team builders, and bank loan.
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Project: “Under the Same Sky” Erasmus+ KA2 2016-1-RO01-KA219 – 024453
A. Company details Company / team name: ROSE Country: ROMANIA Employees of the company (team members) 1. Natalia 2. Andrei 3. Beniamin 4. Cristina Contact person: Natalia The idea of the business (what will the company do to whom?): Setting up a space where students can do their homework after the meal, play and possibly serve a snack. Description: -product / service presentation -function of the product / what it will be used for - what is the purpose of using the product? After-school space can work in the Plasma Center in the commune or in the school. We will contact volunteer and high school students to help pupils learn about themes. There will be stability in a timetable that includes: solving themes, educational games, time for recreation. We'll look for sponsors to buy snacks for kids or students will be able to bring food from home to prepare sandwiches. Target group - What are the target customer categories? - What are the people who can buy the product? - What needs does the product / service satisfy? 31
Project: “Under the Same Sky” Erasmus+ KA2 2016-1-RO01-KA219 – 024453
A group of 10-15 students who will come daily to do their homework and spend time together. The group will not necessarily be formed from the same children. Anyone who wants to, will be welcome.
B. Feasibility Financing: -What costs will the company have to make the product and what are the sales revenue estimates? For renting the room we will not pay, it will be made available free of charge by the school or the placement center. Also, no money will be spent on tables and chairs. Costs will be required for:
Educational games Layout of the dining area (sink, kitchen table, utensils, small appliances)
Technology: - Equipment needed for product / service rendering. Cleaning materials. Human Resources: What human resources do you need to achieve the product / service? - Volunteer Teachers - Higher and good pupils in learning. Marketing & Sales: How do you intend to promote and sell the product? (Aspects to keep in mind: - Price level -The distribution channels to be used / what forms of sale are you going to use?) After school will be promoted among the pupils of the school at meetings with parents. USP (Unique Selling Point): What makes your product so special or differentiated from other products on the market? Our After School is special because there are no such services in the locality anymore.
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Project: “Under the Same Sky” Erasmus+ KA2 2016-1-RO01-KA219 – 024453
The collection of business plans was created by students from the following schools: ȘCOALA GIMNAZIALĂ HALMEU, ROMANIA VESTERMARKSKOLEN, DENMARK SFZ EICHSTÄTT, GERMANY ISTITUTO TECNICO ECONOMICO L. DA VINCI, ITALY IES LA MOJONERA, SPAIN within the project
The project has been funded with support from the European Commission. This publication reflects the view only of the author and the Commission cannot be held responsible for any use which may be made of the information contained therein.
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