Business plan : La Xotera Brewery SL.

Abstract

The present business plan contemplates setting up a craft brewery on La Iglesuela del Cid (Teruel). La Xotera Brewery SL will produce and commercialise craft beers brewed on its own installations. These beers will be produced by an own recipe, which will have been designed by the brew master. Consumers’ perception about beer has been changing for around five years ago. There are a learning process about beer culture in which society leave the idea of considering beer as a simple soft-drink and start to value all tastes and aromas they can find in a beer. Therefore, craft beer starts to gather strength, which consumption has shot up to 150%1 since 2012. In spite of the fact that there are around 3612 microbreweries on Spanish craft beer sector, few companies give their products a gourmet focus. They usually go to an expert target by commercialising their beers through Brewpubs or specialised shops (online or physical). Therefore, it has been detected that competitors on the market are not taking advantage of the gourmet opportunity craft beer has. So, La Xotera wants to cover this gap on the market by focusing on a wide target, even though they are not experts on beer, through the commercialisation on restaurants. It is expected La Xoteras’ beers intensify the gourmet experience of the clients of restaurants. Restaurants have a high client rotation, which allows La Xotera to be known by a large number of users. Moreover, the fact of commercialising on restaurants makes consumers to associate La Xoteras’ craft beers as a gourmet product. Because of La Xotera will cover a target who is not expert on beers, La Xotera will have to take care when it designs beer recipes. La Xoteras’ beers will be neither fullbodied nor complex, it means, they will not have too much bitterness and strong flavour. La Xotera will search for medium body and citric, fruity and flower aromas, which provide a great taste but without being a nuisance for those who are not used to strong beers. Regarding to customers, as it has explained, will be restaurants. La Xotera will look for restaurants which fulfil two main criteria: restaurants catalogued with 3 forks or more, and restaurants with enough services and gastronomic offers to guarantee the gourmet exclusivity La Xotera wants for its beers. Quantifying the market, according to InfoHoreca there are around 45,200 restaurants which fulfil requirements. Young entrepreneurships who want to carry out this business plan are newly licensed on their degrees, so they have not enough experience on business management. Team are formed by two licensed on Business Administration and a Chemical Engineer. The first one will be on charge of management, marketing and sales, while engineer will have the responsibility of brewing process. The last one has a course on beer manufacturing and the enough experience to elaborate and design own recipes. Despite of having enough experience neither craft beer sector nor business management. La Xoteras' shareholders bring together their experiences, formation, fondness and aptitudes to success with La Xotera on gourmet and artisanal sector. In order to run the business, shareholders will contribute 15,000€ to constitute a share capital of 45,000, which will be destined to finance initial investments. So, La Xotera will finance 51.9% of total investment, which reach 86,704€. Bank loans and other financial products will help us to deal with the initial investment and gaps during the first year. In spite of having a negative result of -12,095€ in the first year, it will not exist any risk of impairment for not having enough treasury. La Xotera will finish the period with 6,553€ on treasury. In the second year, negative result is expected to be reduced up to -4,084€. From third year on results on profit/(loss) account will be expected to be positives, having a positive result of 2,116€ in the third year.