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Business Plan of Paul

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Professional Higher Education Bachelor's Programme “European business Studies”

Business plan: PAUL bakery’s franchise in Latvia

Authors: Juta Stupele Laura Pushkina Margarita Ivanova Mihkeļs Kersna Nataļja Kersna Yevgeniya Grygorchuk

Riga, October 2010

Table of contents
1. Executive summary ..................................................................................................................... 3 2. Company history ......................................................................................................................... 4 2.1. Happy Bakers Ltd. ............................................................................................................... 4 2.2. PAUL .................................................................................................................................... 4 3. Marketing analysis ....................................................................................................................... 6 3.1. Market segmentation ............................................................................................................. 6 3.2. Competition and buying patterns .......................................................................................... 6 3.3. Marketing strategy ................................................................................................................ 8 4. Products offered ........................................................................................................................... 9 4.1. Bread ..................................................................................................................................... 9 4.2. Viennoseries and sweet pastries.......................................................................................... 12 4.3. Cakes and desserts .............................................................................................................. 13 4.4. Sandwiches ......................................................................................................................... 14 4.5. Salads .................................................................................................................................. 15 4.6. Catering range ..................................................................................................................... 15 5. Production.................................................................................................................................. 16 6. Management and ownership ...................................................................................................... 18 7. Financial Data ............................................................................................................................ 19 7.1. Financials ............................................................................................................................ 19 7.2. Pricing strategy ................................................................................................................... 21

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1. Executive summary
Nowadays, a great number of individuals strive to be independent and to work for themselves, which implies any kind of commercial activity – rendering services, selling or producing goods. For business to be successful it is important to have a good idea, starting capital, right people, place, some advertising and, of course, a little bit of luck. This business plan specifies the idea the authors have, form and kind of commercial activity the writers are going to undertake, products and services the company will offer, advertising methods as well as target audience and financial calculations. This work may be used as guideline for taking actions as well as a document for applying for a loan.

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2. Company history 2.1. Happy Bakers Ltd.
Happy Bakers Ltd. was established in year 2010. The company goal is to sign a franchising agreement with PAUL, French bakery, well known world-wide. In the first year company plans to operate within the borders of the Latvian market. With the start of the second fiscal year company plans its expansion to other Baltic states (Estonia and Lithuania). There are six proprietors, which background is going to be presented in “Management and Ownership” part of this business plan.

2.2. PAUL Ltd.
Keypoints in PAUL’s history In 1958: Francis HOLDER and his mother take over and expand the family bakery in Lille instead the father. In 1965: The Nouvelles Galeries department store opened in Lille. Mass retailing began to expand in France. From the bakery in Lambersart, Francis HOLDER began delivering bread to the growing number of mass retail chains, including Auchan, Nouvelles Galeries and subsequently Monoprix. This was the first major step in the large-scale development of the company. In 1970: Francis HOLDER purchased an abandoned industrial site at La Madeleine, in the suburbs of Lille, transforming it into his first factory (the group now has three). The facility made bread for mass distribution outlets. In 1972: Francis HOLDER transforms the original family shop in Lille, installing a wood stove and opening the baking area so that customers can see the bread being baked.

The concept created in Lille proves a success. The PAUL chain develops with the expansion of malls in France. Francis HOLDER instantly grasps the potential of this type of business, and over the years PAUL's reputation gradually grows throughout France. This is the second important phase in the company's development. 4

In 1993: The bakeries with black storefronts make their appearance, introducing a new style and a new concept. Today, over 300 French farmers plant over 3,500 hectares (8,650 acres) for PAUL, following extremely precise specifications. Francis HOLDER and his teams ensure the quality of the brand‟s products each and every day, from the recipes and quality of service to the décor of the boutiques. In 2007: Maxime Holder becomes CEO of PAUL and continues expanding the brand abroad. PAUL is now present in 25 countries worldwide to give customers the French Art de vivre thanks to breads, pastries and light French-style snacks. PAUL’s past investments The bakery Paul is a member of the Group Holder that was found by the Francis Holder the current CEO and is the family company of Holders. GROUP HOLDER consists of 2 production sites, a factory, a network of sales outlets and restaurants, a network of franchises and subsidiaries including seen different brands. The most part of investments comes from the mutual budget of this Group. PAUL’s existing capital structure Total units (national / worldwide) Own business units (national / worldwide) Franchise units (national / worldwide) Total investment (national) New units last year Average unit turnover (national) Initial entry fee Royalty Potential inhabitants Typical unit turnover Internal purchase Paul unit in France 313/31 190/9 123/22 450 000 EUR 23 750 000 EUR 42 000 EUR / 5.00 % / 100000 750 000 EUR presents 1 200 000 EUR

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3. Marketing Analysis 3.1. Market segmentation
Paul focuses on meeting the demand of the local market targeting its products mainly on middleand upper-income market. These market segments are seeking for high-quality products and fast service what is provided by Paul. Local Residents: The aim is to establish a large regular customer base, consisting mainly of busy people: businessmen, students, etc. who look for delicious snack of top-quality in their launch time. Tourists: Old Riga, where Paul is going to be opened, is a place which the largest accumulation of tourists comparing to the rest of the city. As Paul is a popular bakery having franchisees all over the world, tourists are well-acknowledged with the products and service provided in it and will be likely to buy snacks familiar to them.

The keys to attain the constant attention of the above mentioned market segments are the following: 1. Top-quality products; 2. Fast and expedient customer service; 3. Unique bakery‟s style.

3.2. Competition and buying patterns
As Paul is going to be situated in the Old Town, it is likely to face high competition coming from various fast-food restaurants and cafeterias located nearby; these include:  McDonald;  Cili Pizza;  Double Coffee;  Vecriga;  Martina Bekereja;  Ilguciema maiznica;  Junge.lv;  Sala; 6

 Narvesen. Having such a large number of potential competitors, it is essential to make a SWOT analysis to understand the factors that could lead the new bakery to success and to decide whether Paul will be able to survive and earn money. SWOT analysis. Strengths: Superior product quality; Competitive pricing; Strict maintenance of French bakery traditions; Bakery is produces „on-site‟ in the Paul‟s store, not ordered from other bakeries; Experience and technology obtained from the franchisor; Already created brand image built upon a reputation for fine products and service; Strong ethical values; Opportunities: Constant market demand; Local competitor have products of lower quality comparing to Paul‟s; Possibility of creating various stores throughout the city; Possibility of extending to Baltic countries; Conclusion: From the SWOT analysis it is clearly seen that Paul can become competitive to the above mentioned cafes. Threats: High level of competition; Not pioneers in the niche market. Weaknesses: Management and personnel requires training; Dependence on the franchisor;

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3.3. Marketing strategy
The main marketing strategy for Paul as a first franchisee in the Baltic countries will consist of creating awareness about the brand and products offered. For this purpose the following is going to be done: 1. Russian & Latvian version of Paul‟s website should be launched under Latvian domain – www.paul.lv – describing bakery‟s traditions, history, products, providing pricing and contact information. 2. Articles in the local newspapers (both Russian and Latvian) and websites should be published slightly before bakery‟s is opened, these could be:  Delfi.lv;  Diena;  Суббота;  Вести сегодня,  Etc.

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4. Products offered
Paul offers a selection of country-style and fancy bread, viennoiserie (croissants, etc.) pastries, cakes and desserts, snacks and sandwiches (made to order) to more than 5 million customers every month. PAUL is renowned for its expertise in baking traditional, handcrafted bread. The bakery produces a range of more than 120 different styles of bread, which vary in tastes, textures, sensations. It always takes PAUL almost seven hours to make most of its breads.     PAUL selects the best French flours for all its breads; PAUL favors long fermentations that allow the flavors to develop perfectly; PAUL cooks its bread throughout the day to ensure maximum freshness; PAUL never ceases to create new gourmand and original recipes.

PAUL is proud to claim that this part of the business is based on 120 years of tradition!

4.1 Bread
COUNTRY STYLE AND FANCY BREAD Flute and badine. These breads are the emblems for the PAUL know-how. They are made from carefully selected flour and the dough undergoes a slow fermentation. This process produces an airy crumb within a golden and flavored crust. These breads are also available delightful dotted with grains of sesame seeds or poppy seeds, as well as the six-grain version. The "Camp Remy" Bread. A subtle mix of Camp Remy flour, Atlantic sea salt and natural yeast, PAUL traditional-style bread has authentic flavours. Taste: ripened wheat with an aftertaste of hazelnut. Crumb: airy, brown colour, pleasant mouth feel. Keeps: well. Individual bread rolls. All the varieties of country-style and fancy bread baked by PAUL are available as individual bread-rolls: small, round or finger rolls; plain, or flavoured with poppyseeds, sesame, olives, raisins, hazelnuts and raisins, six cereals, rye; polka-style; etc. Benoîtons. Crusty little sticks of fancy bread (pain fantasy). Country-style but with a refined taste, Benoîtons are designed to accompany the full range of tastes: savoury or sweet, they make a delightful accompaniment. There are eight varieties of Benoîtons:     whole wheat bread with apricots, dates, figs and raisins; whole wheat bread with raisins, hazelnuts and cinnamon; six-grain bread with figs; pan-baked bread with raisins; 9

   

country-style bread with apricots; bread with oil and with green and black olives; Paul-style bread with cheese; Paul-style bread with ham.

Bio Bread. The organically certified bread from PAUL is real bread. A healthy, wholesome product, which is guaranteed to be without artificial additives or preservatives. Its ingredients are:     wheat from organic sources, grown without fertilizers or pesticides; stone-ground to give a flour full of its original natural taste; unrefined Guérande sea-salt, hand-harvested in the traditional way from the Guérande saltflats; natural yeast (natural fermentation from a mix of water and organic flour) which is what gives the Bio bread its unique character. It enhances the flavour of the bread, and assures its long-life qualities. Because it is baked in a deck-oven, this bread has a deliciously country-style all-over crust. It is available in two sizes: 400 grams and 1 kilo. Polka Bread. One of PAUL's famous styles of bread. White Bread. Taste: slight brioche flavour. Crumb: white with tight, regular holes. Conservation: very good. Six Grain Bread contains maize, millet, sesame, linseed, barley and oat. Taste: mélange des parfums des six cereals. Crumb: airy, with slightly crunchy grains. Conservation: very good. Fougasse. Camp Remy flour, Atlantic sea salt and the finest grade olive oil. The result is a soft, delicately fragrant crumb. Taste: wheat and olive oil. Crumb: very light and airy, blond colour. Conservation: good. Lin bread. Linseed bread is rich in omega-3 fats, which have been associated with good cardiovascular health. The soft, thick and supple crumb has a rich aroma of walnuts and hazelnuts. The Chapata "Camp Remy". Country Bread. Taste: slightly tangy taste. Crumb: compact with small holes, cream colour. Conservation: excellent. Wholemeal bread. This very traditional recipe uses only whole wheat flour to guarantee that all the healthy nutrients are completely preserved: fibre, protein, vitamins and essential fatty acids. Taste: Rustic taste of wheat husk. Crum: dense, brown. Conservation: Very good.

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Rye bread. Whole-grain rye flour, natural yeast and Atlantic sea salt are used to make this bread, resulting in a rustic look and delicately fragrant flavours. Taste: spicy, full-flavored. Crumb: dense and dark. Conservation: excellent.

FLAMAND BREADS 2 olive Flamand bread. This bread contains savory pieces of green and black olives. Emmental & Mimolette Flamand bread. This bread contains delicious pieces of emmental and mimolette cheese wrapped in a dense crumb with a crunchy crust. Marrow seed Flamand bread. The marrow seeds give this loaf a subtle nutty flavour. 2 raisin Flamand bread has a golden crust and is dotted with delicious pale and dark raisins. Le Pain Flamand Campagne. Le pain Flamand complet is rich of fibre.

EPHEMERALS PAUL has invented a collection of “ephemerals”: different kinds of bread, designed to highlight the flavour, the fruit, or the special occasion of a particular season or even month. This means that they are produced in limited editions and so they only have a short time to tempt customer‟s taste-buds. The “ephemerals” of the moment: Bread with figs; Bread with chestnuts. The others “ephemerals”: Bread with hazelnuts; Country-style bread with apricots. This new Paul bread with apricots is sourdough country-style bread enriched with diced cubes of dried apricots; PAUL bread with cheese. It is completely covered in a coating of grated Emmental cheese, which means that when it is cooked in the deck-oven, it has a crusty coating full of a really cheesy taste.

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4.2. Viennoseries and sweet pastries
VIENNOSERIES Croissant. The recipe uses butter, lightly rolled-in puff pastry, salt and sugar to give an incomparably rich and tasty croissant. Pain au chocolat. Paul has improved on the classic pain au chocolat by using not one, but two bars of chocolate! Pain au raisins. Raisin buns. The secret of a great pain au raisin is the light, delicate pastry cream, plus fragrant, sun-dried corinth raisins. Apple Turnovers. English apple slice. Puff pastry, a little confectioner's custard and lots of fruit (apple or apricot). Apple delight. A puff pastry lattice enclosing an apple compote complete with little chunks of apple.

SWEET PASTRIES Macaroons PAUL has perfected a recipe with genuine values: almonds, egg whites and sugar that's all. The result is a little round cake that is both crunchy and chewy surrounding a soft centre. Its slightly granular fragile biscuit invites the flavours of the four seasons. Sugar-coated chouquettes. Small balls of the lightest of choux pastry, coated with crusty little lumps of sugar. The 'Canelé' is a little cake originating from Bordeaux. Its name and shape come from the little fluted copper mould in which it is baked. Slow baking produces a fine caramelised crust enfolding a smooth, moist centre delicately flavoured with rum. Sugar-coated chouquettes. Cramique Brioche. 'Cramique' is typical of northern France. This Viennese pastry is made with 100% butter, fresh eggs and pearly grains of sugar for a deliciously moist yet crunchy, extra special brioche. Mirlitons and Mignardises: PAUL‟s petits fours platters. The tartlet. PAUL propose acidulous and rustic tartlets with a base of crusty puff pastry or sugary pastry dough. These doughs are high hand selected and insured a maximal quality. An alliance of gourmet and simply recipes composed of chocolate, lemon, figs, strawberry, raspberry, red fruits, blueberry, rhubard, red plum.

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4.3 Cakes and desserts
ALL CHOCOLATE Le Duo Chocolat. Fabulous mix between milk and dark chocolate. Le Fleur de Lys. Brand new recipe realized with dark chocolate and crunchy praliné. Melt-in-the-mouth chocolate cake PAUL is famous for their silky-smooth black chocolate cake. White forest. PAUL's raspberry charlotte is a wonderful combination of a plain bavarois delicately flavoured with kirsch, melt-in-the-mouth sponge fingers and fresh, glazed raspberries.

WITH FRUITS Fraisier Strawberry Cake. Raspberry Charlotte is a perfect marriage of delicious ladyfingers, abavaroise cream lightly flavoured with kirsch, plus the delicate flavour of raspberries. Fruit tarts with seasonal fruits all based on light and airy pure butter flaky pastry. Fraisier strawberry cake. A simple yet delicious dessert made of sponge cake topped with airy mousseline cream, fresh strawberries, a thin layer of almond paste, decorated with sliced almonds. Raspberry or strawberry mouss.

TARTS Fruit tarts with seasonal fruits. La Tarte au Fromage Blanc. Le fland Normand. Pieces of apple lightly acidulous well mix with the softness of the almond, the cream and with a base of puff pastry dough.

MILLEFEUILLE Le Millefeuille. Crispy golden puff pastry crust filled with vanilla-flavoured pastry cream, topped with a light apricot glaze.

NAPOLEON The napoleon seen by PAUL Gorgeously thick confectioner's custard filling and wonderfully light, 100% butter, delicately caramelised puff pastry layers. The PAUL range of Millefeuilles varies with the seasons. There are six to choose from: plain (of course), strawberry (in season), coffee, chocolate, rum & raison and pistachio. Ingredients: 100% butter caramelised puff pastry, confectioner's custard, icing (different flavours). 13

4.4. Sandwiches
INDIVIDUAL PIES Quiche Lorraine. PAUL's version of the traditional flan from the Lorraine, now found all over France and in many other countries. It's basically a pastry shell with a filling made from fresh eggs, fresh cream and bacon cubes. 'Mariage de saveurs'. Ingredients: tomato, courgette, aubergine, eggs, cream, milk, parmesan cheese, green pesto.

SANDWICHES CLASSIQUES: Fraicheur. Ingredients: Polka Bread, egg, tomato, lettuce, mayonnaise. Le Fromager. Ingredients: Plain bread, Emmental cheese, Butter. Parisian Sandwich. The recipe includes "PAUL" bread, ham, butter.

SEASONAL SELECTION Atlantic Sandwich. Ingredients: Paulette bread :Camp-Rémy flour with poppy seeds 100g, mixed lettuce, light lemon dressing, sliced tomatoes, sliced smoked salmon. Raw Ham & poppy seed sandwich. Ingredients: "PAUL" bread, tomato, raw ham, lettuce, butter. Mountain Sandwich. Ingredients: Paulette bread :Camp-Rémy flour with poppy seeds 100g, light olive dressing, mixed lettuce, sliced tomatoes, haut Bugey mountain Comté cheese, coppa slices.

SANDWICHES PLAISIR Dieppois. Ingredients: PAUL Bread, Tuna, Lettuce, Tomato, Mayonnaise. Mixte. Ingredients: PAUL Bread, Ham, Emmental cheese, Butter. Savoureux. Ingredients: PAUL Bread, Lyon-style salami, Pickles, Butter. Tomato & Mozzarella. Ingredients: 'Polka' bread with olives 140g, Marinated Mozzarella, Sliced Tomatoes, Pesto, Olive oil. Villageois. Ingredients: Polka Bread, Ham, Tomato, Egg, Lettuce, Mayonnaise. Pavot Poulet. Ingredients: PAUL Bread, chicken, green salad, tomatoes, mayonnaise.

HOT SANDWICHES Hot sandwiches with chicken. Ingredients: plain bread, chicken, béchamel sauce, mustard, Emmental cheese. 14

Hot sandwiches with sausage. Ingredients: plain bread, sausage from Strasbourg, Béchamel sauce, mustard, Emmental cheese.

4.5 Salads
Farmhouse salad. Mixed lettuce, grated carrot, Emmental cheese, chicken fillet, green apple, raisins, walnuts. Paulette salad. Mixed lettuce, cooked ham, Emmental cheese, tomato, hard boiled egg. Pasta & roast Salmon salad. Mixed lettuce, roast salmon, pasta, flaked almonds, tomato, curry dressing. Pasta & Chicken salad. Mixed lettuce, chicken fillet, pasta, flaked almonds, tomato, curry dressing. Roast salmon salad. Mixed lettuce, roast salmon, cucumber, tomato, grated carrot, lemon. Tomato & Mozzarella. Mixed lettuce, tomato, Mozzarella, black olives, green pesto. Mountain salad. Mixed lettuce, apple. Coppa, Comté cheese, walnuts, tomato, black olives. Tabouleh & Chicken. Mixed lettuce, tabouleh, chicken fillet, raisins.

4.6 Catering range
Sugary individual cakes. Composition: 4 orange cakes, 4 chocolate cakes, 4 almond cakes, 4 fig cakes, 4 pistachio cakes, 4 apple and walnut cakes. Cold canapés. There are 6 delicious varieties presented on a platter of 20 pieces. Puff pastry petit four with pork. Platter of small savouries without pork. Mignardises. Composition: 4 apple tatin tartelet, 4 vanilla and chocolate lingot, 4 almond orange domes with an orange zest, 4 chocolate sweet shortcrust pastry filled with ganache and almond, 4 almond tarts with gelly and raspberry, 4 apricot almond tart. Mes mini macarons.

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5. Production
Paul‟s production is as traditional as possible in order to ensure its flavour and conservation. In order to guarantee the taste, the savoir-faire and the PAUL's very French recipes, all Paul‟s raw materials are thoroughly selected based on specifications defined by PAUL. They should be of a premium quality and meet the requirements and high standards set by Paul. The majority is sourced in France or is selected locally, depending on the country. Paul uses 3 factories in France in order to supply mass retail market. There are now over 300 French growers producing wheat for PAUL on more than 3,500 hectares and to very tight specifications. The bakery wood-fired ovens are installed in the centre of each Paul store in full view of the customers, which is an important contribution to the establishment‟s success. The breads are made using the greatest rules of the traditional craft: kneading, nipping, shaping, preparing, long fermentation, baking... letting customers renew their acquaintance with the quality and taste of good bread. Strengths a. PAUL‟s strength and success are built on a conscious and constant commitment to the quality of good bread. Making bread chez PAUL still uses the classic method. It takes nearly seven hours to make most of the bread, so as to guarantee the quality of its taste. All the products of Paul are without any artificial additives or preservatives, and are prepared to the same high standards which have made French bread famous the world over. Francis HOLDER, alongside his teams, makes daily checks on the quality of his products, their adherence to his recipes, the quality of service, the décor of his shops, etc. he has never lost sight of his original passion for baking bread and still works every week with the bakers who make his 'daily bread'. PAUL's quality is:       the assurance of identical products anywhere in the world, the guarantee of raw materials selected according to very strict specifications, the assurance of traditional production methods, the guarantee of rustic products, the know-how of competent professionals trained by PAUL, seasonal products and new flavours in tune with modern tastes.

PAUL is proud to admit that, for them, over 120 years of tradition are worth more than being “à la mode”. What is the secret ingredient of PAUL‟s success? A respect for tradition.

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b. Paul is striving for continuous development and improvement of its products and services. Moreover, in order to share the flavor of good bread with as many people as possible, PAUL is now developing across the world, on all five continents. Paul also wants those suffering from hunger to benefit from Paul‟s products and our success. This is why PAUL has been associated with Action contre la Faim for three years and is developing a partnership with the French „Secours Populaire‟. The top 5 biggest selling products at Paul:      Flúte PAUL; Mixed sandwich (ham and cheese); Dieppe sandwich (tuna); Chocolate bread; Croissant.

For the franchise business in Riga it is planned to use all the production facilities which meet high standards and requirements of Paul. Various tangibles and intangibles such as training, equipment, materials, ingredients for products and other support services will be made available by the franchisor. For the production the following equipment will be used:      Oven and bakery equipment; Dough dividers; Bread slicers; Bakery small wares and utensils: decorating tools, dough handling tools, racks and covers, scales, pans, screens, trays, etc; Display equipment.

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6. Management and Ownership 6.1. The Ownership structure
The six owners – Juta Stupele, Laura Pushkina, Margarita Ivanova, Mihkeļs Kersna, Nataļja Kersna, Yevgeniya Grygorchuk - each hold equal part of the company - 16.7%, which means that all owners are equal in their ownership and rights. All decisions should be made by voting and taken according to the majority.

6.2. Résumés of the owners
All owners are undergraduates of the European Business studies in Riga International School of Business and Administration, what gives them broad understanding about the business and management of the company. The school also gives the opportunity to gain the knowledge and the certificates in Business English (writing, speaking, listening), computer skills and Business Administration from London Chamber of Commerce and Industry.

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7. Financial Data 7.1 Happy Bakers Ltd. Financials
Happy Bakers Ltd. was established in 2010 with an authorized capital of 2,000.00 Ls. It has 6 shareholders, which resumes were presented in ”Management and Ownership” part of this business plan. As soon as the franchising agreement with PAUL will be signed, 60,000.00 Ls/85,714.00 Euro will be invested into the Happy Bakers Ltd. (10,000.00 Ls/14,285.00 Euro from each of the present 6 shareholders). These funds are going to be used for renting premises (bakery and a small café at the same place as well as office somewhere at the same part of the city), purchasing baking equipment, paying salaries and other financial activities. At the end of the first fiscal year no dividends are going to be distributed and the revenues (if there will be a revenues) are going to be reinvested into the company‟s development.

Forecasted expenses  Renting premises Happy Bakers Ltd. had thoroughly investigated all the options and decided to rent premises for café at the heart of the Old Riga – Doma square. The total rent area is 50 square metres. Rent cost is 1,000.00 Euros + VAT 21%. The plan of premises is presented below.

First floor

Ground floor

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The company is also going to rent an office at the price of 200 Ls/285 Euro at the center of the city.  Renovation of the premises To meet the high standarts of premises design, which PAUL imposes on its franchisers, Happy Bakers Ltd. is going to renovate the renting premises. The approximate rennovation costs are estimated to be 10,000.00 Euro. Half of the renovation costs are going to be covered by the owner of the premises.  Machinery Happy Bakers Ltd. is going to use well-known for its reliability and outstanding performance Gemini baking equipment. More specifically, it‟s going to be model “Matador Deck Oven” with 5 decks and baking area of 190 square feet. Price for this piece of equipment is 6,490.00 Euro with VAT and transportation costs included. Other capital investment will include AEG SANTO S75438KG 12.67 cubic foot commercial refrigerator at the price of 900.00 euros with VAT and transportation costs included. Besides, Happy Bakers Ltd. reserves 1,000.00 Euros for

miscellaneous pieces of equipment such as mixing bowls, mixers, measuring spoons and cups, rolling pins, knifes, cutting boards and etc.  Salaries It is estimated 5 employees to be working for Happy Bakers Ltd. at first – 1 cooks, 1 cashier, 1 waiter and a manager. The accounting functions are going to be outsourced to other company. The table below presents their estimated salaries. Position Cook Purchasing/selling manager Cashier Waiter Accounting services  Advertising expenses As already mentioned in Marketing strategy part of this business plan, Happy Bakers Ltd. is going to launch a web page, which estimated cost is 300.00 Ls/430.00 Euro with VAT included and publish articles about new PAUL‟s café opening in several Latvian magazines and newspapers. Estimate costs of publishing are 1,400.00Ls/2,000.00 Euro with VAT included. Salary (before the taxes) 500.00 Ls/ 715.00 Euro 500.00 Ls/715.00 Euro 350.00 Ls/500.00 Euro 300.00 Ls/430.00 Euro + tips 50.00 Ls/70.00 Euro

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Overall expenses in one year of operations Expense Rent Renovation (50% covered by owner) Machinery Salaries Advertising Overall expenses Cost 12,564.00 Ls/17,948.00 Euro 3,500.00 Ls/5,000.00 Euro 5,873.00 Ls/8,390.00 Euro 20,400.00 Ls/29,142.00 1,700.00 Ls/2,430.00 Euro 44,037.00 Ls/62,910.00 Euro

7.2. Happy Bakers Ltd. pricing strategy
The prices for company‟s products and services in Latvia are going to be 30% lower in comparison with the same products and services in France and United Kingdom. The main reasons for that are lower rent costs, salaries and advertising expenses. The full range of our products can be found in “Products” part of this business plan. The prices for the products in France and United Kingdom could be found here.

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