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1 Pomegranate Brandy Preliminary Business Plan November 2006 Amos Zhang Matthew Ng Albert Chu2Table of Contents 1. Summary ...............................................................................................................................3 1.1 Business Concept ..............................................................................................................3 1.2 Current Situation...............................................................................................................3 1.3 Key Success Factors..........................................................................................................3 2. Vision.....................................................................................................................................4 2.1 Mission Statement.............................................................................................................4 2.2 Business Goals ..................................................................................................................4 3. Market Analysis ....................................................................................................................5 3.1 Primary Market .................................................................................................................5 3.2 Secondary Market..............................................................................................................5 3.3 Customer Profile ...............................................................................................................5 4. Competitive Analysis.............................................................................................................5 4. 1 Industry Overview............................................................................................................5 4.2 Primary Competitors .........................................................................................................6 5. Strategy..................................................................................................................................6 5.1 Key Competitive Advantages ............................................................................................6 5.2 Key Competitive Weaknesses............................................................................................6 5.3 Implementation Strategy....................................................................................................6 6. Products.................................................................................................................................7 6.1 Primary Products...............................................................................................................7 6.2 Secondary Products...........................................................................................................7 6.3 Future Products and Services.............................................................................................8 7. Marketing..............................................................................................................................8 7.1 Marketing Strategy............................................................................................................8 7.2 Publicity............................................................................................................................8 8. Operations.............................................................................................................................9 8.1 Key Personnel ...................................................................................................................9 8.2 Product Delivery ...............................................................................................................9 8.3 Facilities............................................................................................................................9 8.4 Equipment.......................................................................................................................10 9. Financial Analysis ...............................................................................................................10 9.1 Assumptions....................................................................................................................10 9.2 Cash Flow Projection.......................................................................................................11 9.3 Comments.......................................................................................................................141. Summary 1.1 Business Concept Pomegranates grow in Honduras, as well as other Central American countries, but currently have very limited commercial applications. Low demand for the nutritious fruit can be attributed to the difficulty of consuming it, and also partly because of preference for other fruits with greater availability and lower prices. Using pomegranates in Honduras to make high quality brandy represents an opportunity for a profitable business. The infrastructure and process designed for a pomegranate brandy business can be adapted, with small modifications, to make brandy from other fruits grown in Honduras as well, such as cashew apples. Cashews are grown commercially in Honduras, but most cashew apples currently go to waste. Thus, utilizing cashew apples to make brandy represents an opportunity for Honduran farmers to increase income. In addition, cashew apples and pomegranates are harvested during different seasons of the year, so using both fruits will maximize usage of the installed infrastructure. 1.2 Current Situation The most common uses for pomegranates worldwide include eating the whole fruit, juicing, making jelly, and making grenadine. When not used as a food, pomegranate fruits are often used for decoration. The difficulty of preparing the fruit for eating has also historically limited demand for it worldwide. However, the fact that pomegranates offer greater health benefits than red wine is becoming widely advertised, and recent demand for pomegranate food products is clearly rising. There are currently no known commercial ventures engaged in the production of pomegranate brandy. Commercially produced pomegranate wine is also very rare. Our own experiments have shown that pomegranate juice can indeed be used to make alcohol with


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CALTECH E 105 - Pomegranate Brandy

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