BUSINESS PLAN

COFREM TECHNICAL INSTITUTE

DATE 20/08/2019 CITY GUAMAL

NAME OF THE
ENTERPRISE
YUYU JAMS

NAME OF
ENTREPRENEUR(S)
YURLEY NATALIA LEON BONILLA DC
1123087015

TECHNICAL
PROGRAM
ADMINISTRATIVE ASSISTANT 2019
 INTRODUCTION

Below you will find a business plan prepared as a certification requirement in any
of the Labor Technical programs offered at the Cofrem Technical Institute. This
business plan is the result of a construction process of 3 consecutive semesters, in
the subjects Entrepreneurship I, II and III, respectively, based on the Canvas
Methodology.

This document addresses three fundamental spheres in the formulation of any

business or undertaking: 1) technical and productive strategies, 2) marketing
strategies and 3) economic and financial strategies. Additionally, questions are
developed about how, when, why, with whom and with what the business will be
carried out, reaching the conclusion about the feasibility of the proposed idea.

After introducing themselves, the team of entrepreneurs will begin by explaining

the business model they intend to execute, making an analysis of the environment
that surrounds and influences it at the time of launching it. Subsequently, a market
study is presented, in which possible clients and potential demand are validated
and the marketing-sales and organizational strategies that the company will
implement to achieve its objectives are established. Next, the main findings and
calculations of the financial analysis will be presented, which allows determining
the investment necessary to execute the proposal and the profitability of the
business once it is in operation, among other points. Finally, the entrepreneur(s)
presents a risk analysis of their business model and designs a plan that will serve
as a guide to get it started.

The document developed is not only useful for presenting the proposed business
idea to third parties but can and should also be used as a guide for the
entrepreneur when moving the business from paper to reality.

2
 1. EXECUTIVE SUMMARY

Yuyu Jams is a plains company whose function is the production and marketing
of homemade jams based on the most typical fruits of the region. It will be located
on 13th Street number 8-18 in the Fundadores neighborhood in Guamal, a
municipality located in the department of Meta.

The business idea was born from the need to offer the customer a product with
unusual textures and flavors such as blackberry, fig, guava and papaya, 100%
natural products, made with fresh fruits, without chemical ingredients and
preservatives that will contribute to the health of consumers; The fruits used are
of organic origin, they have a large amount of vitamins; produced with good
hygiene, health and environmentally friendly practices. The presentation of the
product, in addition to being innovative, will be personalized, in glass jars of two
sizes of 300g and 500g, with striking designs, always taking into account the
customer's taste.

Additionally, there will be personalized attention through media such as

Facebook, WhatsApp, calls and a physical store, where in addition to making free
shipments to Guamal, they will also be made to its surrounding municipalities.
With physical store hours from Monday to Saturday from 08:00 in the morning to
05:00 in the afternoon, continuous workday, and virtual attention will be available
in service 24 hours a day, every day of the week; It will also have resources
divided into qualified labor, excellent customer service, and technical and
financial resources essential for starting up the operation of the business.

The surveys carried out in the municipality of Guamal are taken as a starting
point, in which it was concluded that yuyu jams is a feasible business with great
impact in the area, taking into account the suggestions of the public, and the
needs of the sector, improving the satisfaction and good customer service,
continue bringing products from the region to the tables of Metense homes in an
innovative way without losing the traditional flavor, generating commerce,
employment and expansion in terms of tourism in the municipality.

To start this business, you must have an initial version of $7,794,631, plus
working capital of $6,391,502 for a total investment of $14,186,133. With a sales
projection in its first year of 9,917 units, which is equivalent to $120,131,398, less
its operating costs of $80,177,437, it generates a gross profit of $39,953,961,
which represents viability in the ongoing project, realizing its break-even point
when selling 5,328 units, which represents a value of $74,350,865, this occurs
3
according to the sales made in month 8 of production.

Yuyu Jams is a company that sees in the town the opportunity to offer a product
that stands out from those already found in the market, mitigating threats in terms
of competition, since it has the great strength that the staff has excellent
knowledge in the preparation and marketing of the same, even when they have a
weakness because it is a new company.

4
 2 TEAM PROFILE

My name is Yurley Natalia León Bonilla, I am 24 years old, I am a daughter of the

beautiful municipality of Guamal, I have qualities on a personal level such as
respect, honesty, reliability, kindness and love for everything I do ; I consider
myself a woman with character, strong, entrepreneurial, dreamer, creative, with
leadership and teamwork capacity; In the workplace, I have a great sense of
belonging and adaptation in any circumstance, which I have acquired throughout
my work and personal experience. It gives me great satisfaction to achieve
objectives, which is why I work as hard as possible to achieve goals. I like justice.
equity.

My biggest goal at this moment is to carry out this business idea, because I long
for progress both for the municipality in the commerce part, for the client to
improve habits and health, and for the personnel that can be employed providing
opportunity, experience and quality of life.

5
 3. BUSINESS MODEL
KEY PARTNERSHIPS KEY ACTIVITIES VALUE PROPOSAL RELATIONSHIPS WITH MARKET SEGMENTS
CUSTOMERS

KEY RESOURCES CHANNELS

COST STRUCTURE SOURCES OF INCOME

SOCIAL AND ENVIRONMENTAL BENEFITS SOCIAL AND ENVIRONMENTAL COSTS

6
YUYU Jams is a company that will be located in the Guamal Meta sector, during
the physical store hours from Monday to Saturday from 08:00 in the morning until
05:00 in the afternoon, continuous workday, and virtual attention It will be available
in service 24 hours a day, every day of the week.

The function of Mermeladas Yuyu is to produce and market natural jams with 04
different types of flavors that are fig, papaya, guava and the traditional blackberry,
products made manually using fruit as raw material, complemented with small
amounts of sugar, and in the only In the case of papaya, cinnamon and cloves are
added to give it a different touch of flavor, always following quality standards.

The fruits and ingredients are bought in the local market, then it is transformed into
jam. To make the product, there is qualified labor and equipment such as industrial
stoves and refrigerators specially designed for its production and storage; to finally
be marketed and distributed in jars of 02 sizes of 300gr and 500gr that will have
striking designs….

The sale of the product will be made in a physical store and/or through social
networks such as WhatsApp and the Facebook page found as “Yuyu jams”, with
home delivery at no cost, in the quantities that the customer requires. In the case
of the virtual store, shipping will be the next day in quantities of 01 to 50 jams, if
the order requires more units than mentioned it will be no more than 03 business
days.

The payment system will be in cash, with facilities such as moderate fees for
wholesale clients; In the case of shipments, payment will be on delivery for the
estimated dates that the buyer requires, once the status of the product has been
verified for greater satisfaction and guarantee for the customer.

3.1 OPERATION OF THE BUSINESS MODEL

7
 3.2 VALUE PROPOSITION
The YUYU JAMS business idea was born from the need to provide the customer
with a product different from the industrial products found on the market; Yuyu
jams are jams with unusual textures and flavors such as blackberry, fig, guava and
papaya.

Having the great advantage that in the municipality of Guamal there are no
companies that market the mentioned products.

The product will have an innovative and personalized packaging, packaging and
decoration, since the glass jars come oval, with two sizes of 300gr and 500gr, with
striking designs and colors, and if the customer wishes, a phrase will be reflected
on the label of the product alluding to either birthdays, special dates or a gift
message, said packaging gives the option that at the end of consumption of the
product it can be reused.

Direct sales will be made in the company's own establishment, and will also
include an ordering service through social networks such as WhatsApp and
Facebook, which will also have home delivery at no cost in the sector and in the
different surrounding municipalities of the department, in quantity. of units that the
client desires.

8
 4. EXTERNAL ENVIRONMENT
This section describes the situation of the business model with respect to the
external environment, summarizing the competitive advantages of the business
model.

4.1 MARKET ANALYSIS (ECONOMIC SECTOR) AND KEY TRENDS

Yuyu Jams is a plains company whose function is to produce and market natural
jams in different presentations and flavors, aimed at the population of the Metense
sector, which includes ages 06 months and older, whose preference is to consume
natural products such as the jams.

The components of the trend currently are: pleasure, variety; practicality (due to
time savings), health and form, which encompasses the safety, appearance, well-
being and nutrition it provides.

These factors have had a great impact today and have made natural products
have great demand in the market and tend to stand out more and more than the
existing traditional products, given that the consumption of healthy and traditional
products stands out, since Over time, consumers have become increasingly
concerned with the consumption of natural products that contain the least type of
preservatives or additives, and that are characterized by being traditionally made
from high-quality raw materials.

The main raw materials that will be used in the project for the production of jams
are blackberries, papayas, guavas, and figs; sugar and panela as natural
sweeteners, the choice of suppliers will be made under parameters, such as the
quality of the products, the speed of their delivery and the prices including
payment agreements and discounts for wholesale purchases. The negotiation
capacity with them is considered average, since for some raw materials such as
papaya and guava, other suppliers can be chosen because there are a large
number of producers in the region.

Regarding the relationship with the client, it will be direct with excellent service and
product distribution, thus standing out as a company with good service and quality;
There will also be payment facilities for stores and/or supermarkets in the sector,
since the company's greatest objective in terms of trade will be the expansion of
the product inside and outside the region, to achieve positioning against the
competition.

Yuyu Jams seeks to evolve the product, for this it focuses on communication as a

9
strength of the product, in order to convert the traditional category into a more
innovative and challenging one, which supports and contributes to commerce in
the agricultural sector, leaning into the wave of natural care and health and in this
way be able to increase the consumption of artisanal products in homes from
Metense and other sectors of the country.

One of the most important factors for successful product promotion is having clear
and concise communication of the message you want to convey to the consumer.
For this reason, it will focus on product communication with basic aspects such as:

 The product is made with fresh fruit.

 The product has low fat and protein content
 It has low percentages of sugar
 Provides energy when consumed
 Contributes to the improvement of consumer health

4.2 COMPETITOR ANALYSIS

According to the market analysis carried out, it was determined that Mermeladas
yuyu has direct competencies, such as:
FRUCO company in charge of producing and marketing various products found in
the family basket, among them are jams, whose flavors are strawberry, pineapple
and blackberry, the presentation is in glass containers, in a size of 315 gr with a
price of $9,250 approximately.
LA CONSTANCIA, a company that sells jams in strawberry, blackberry, pineapple
and guava flavors, with 02 presentations which are, the 600 gr glass jar with a
price of $7,800 and in a doy pack with 200gr and 400gr that costs between the
$3,800 and $5,600.
SAN JORGE, a company recognized for selling low-cost products, in this case the
jams that are only available in a 200g package in strawberry, blackberry, red fruit,
peach and pineapple flavors, for a value of $3,490.
The distribution of the products of the aforementioned companies is through
shipments to stores and supermarkets, offered by a seller and subsequently sent
within the next 4 to 7 days, with a cash payment system plus shipping cost.
In indirect competition there are products that replace jams such as:

10
Arequipe ALPINA product found in the market, whose prices vary according to the
size such as 50gr at $1,700, 220gr $5,800 and 500gr at $8,500
In the case of the company KONFYT , it handles both jams and arequipe
recognized for being low-calorie products. The cost of the jam is $9,400 in
pineapple, blackberry and strawberry flavors with a single presentation of 250 gr; In
the case of the 280 gr arequipe, its price is approximately $13,800.
COMPANY PRODUCT PRICE PRESENTATION DISTRIBUTION
BLACKBERRY JAM SELLER MAKES A VISIT EVERY
$ 9.220 GLASS JAR
315GR WEDNESDAY, TAKES ORDER WHICH
FRUCO DELIVERY IS MADE ON FRIDAYS OF
STRAWBERRY JAM EVERY WEEK, PAYMENT ON
$ 9.220 GLASS JAR
315GR DELIVERY, WITH SHIPPING COST
PINEAPPLE JAM
200GR $ 3.490 DOYPACK
BLACKBERRY JAM
SELLER MAKES A VISIT EVERY WEEK,
200GR $ 3.900 DOYPACK
SAINT TAKES ORDER WHOSE DELIVERY IS 6
STRAWBERRY JAM DAYS FOLLOWING, PAYMENT IN
GEORGE 200GR $ 3.400 DOYPACK CASH, ON DELIVERY, WITH LOW
SHIPPING COST
RED FRUITS JAM
200GR $ 3.600 DOYPACK
PEACH JAM 200GR $ 3.600 DOYPACK
PINEAPPLE JAM
200GR $ 3.500 DOYPACK
BLACKBERRY JAM
200GR $ 3.500 DOYPACK
STRAWBERRY JAM
200GR $ 3.500 DOYPACK
SELLER VISITS O2 TIMES A WEEK,
PINEAPPLE JAM TAKES ORDER WHOSE DELIVERY IS
CONSTANCY 600 GR $ 6.900 GLASS JAR THE NEXT DAY, CASH PAYMENT, ON
BLACKBERRY JAM DELIVERY, WITH SHIPPING COST
600GR $ 6.900 GLASS JAR
STRAWBERRY JAM
600GR $ 6.900 GLASS JAR
GUAVA JAM 600GR $ 7.790 GLASS JAR
AREQUIPE 220GR $ 5.800 TARRAIN

AREQUIPE 50GR $ 1.700 TARRAIN

THE SELLER PLACES AN ORDER ON
ALPINE AREQUIPE 220GR $ 5.800 TARRAIN MONDAY OF EACH WEEK, THE
ORDER IS DELIVERED ON FRIDAY
AREQUIPE 500GR $ 8.500 TARRAIN AND IS PAID IN CASH
PINEAPPLE JAM
250GR $ 9.400,00 DOYPACK SELLER MAKES A VISIT EVERY 7 DAY,
BLACKBERRY JAM TAKES ORDER WHICH IS DELIVERED
KONFYT
250GR $ 9.400,00 DOYPACK AFTER 04 DAYS, PAYMENT ON
DELIVERY, WITH SHIPPING COST
STRAWBERRY JAM $ 9.400,00 DOYPACK

11
 250 GR

AREQUIPE 280GR $ 13.800,00 GLASS JAR

Take yours 

4.3 COMPETITIVE ADVANTAGES OF THE BUSINESS MODEL

Based on the competition analysis carried out in the sector, of the different direct
and indirect competitors, Mermeladas Yuyu takes as competitive advantages:
In direct competition:

DISADVANTAGES ADVANTAGES
Fruco offers jams of 02 flavors with Unlike this one, Yuyu Jams will have
only one size 04 flavors, two sizes and with prices at
the same level as the competition.

For the purchase of at least 05 Yuyu

Products La constancia has a low-
Jams in the sector or surrounding
cost shipping system inside and
municipalities you will have totally free
outside the sector
shipping

Yuyu will have large production which

will mean that once an order is
San Jorge distributes orders every
requested it will be delivered within a
6 days
period of no more than 02 days
depending on the destination sector.

Indirect competition:

DISADVANTAGES ADVANTAGES
Yuyu Jams will offer products that, in
Alpina has among its varied addition to having an innovative
products a line of arequipe in tub presentation, larger quantities at prices
packaging with 03 sizes and with close to the competitor, have reusable
prices up to $8,500 on average. packaging that contributes to the
environment.

12
Direct and indirect competition

DISADVANTAGES ADVANTAGES

Konfyt is a company in charge of

Yuyu jams will not only offer a totally
selling a line of products that
natural product, without additives or
includes low-sugar jams and
preservatives, but also affordable prices
arequipes, with high prices for
for the quantity offered.
such a small quantity.

4.4 SOCIAL AND ENVIRONMENTAL IMPACTS

Yuyu Jams, committed to the transformation and mitigation of the impact of the
environment and society to create sustainable development, will carry out an
action plan that will contribute to the considerable reduction of its environmental
and social aspects and impacts.
The action plan consists of launching the following activities:
Convert solid waste in two ways, this refers to the peel removed from
papaya and guava, which will then go to an artisanal composter where,
when decomposed, it will create a natural fertilizer which improves the
structure of the soil, increases the amount of organic matter and will provide
nutrients necessary for healthy plant growth.
Another option will be to transmute said waste into food for animals, either
directly or processed to finally become a concentrate for some animals.
The packaging of the product will be in a glass jar that, after consuming the
jam, will give the option of being reusable for a variety of things, such as, for
example, to store another product, be it candle holders, pots or decorative

13
jars.
Change the traditional light bulb to the use of LED bulbs, which in addition
to contributing to the economic savings of the business, will avoid risks to
both human health and flora and fauna since they are a monochromatic
light source and contain mercury that does not generate light. ultraviolet or
infrared.

14
 5. MARKET ANALYSIS
This section presents the study carried out on the market segment to which the
business proposal is directed.

5.1 BACKGROUND OF THE PROPOSAL

The efforts that have previously been made in relation to the business proposal or
idea must be presented in a summarized manner, particularly in the local context,
but if applicable and necessary also in the national and/or global context.

(Minimum 250 words).

5.2 TARGET MARKET

The market segment is aimed at the population aged 6 years and older, from the
middle or upper stratum of the sector and whose preference is the consumption of
totally natural products.

Yuyu Jams will seek to satisfy people's needs in different aspects such as:
 By taste or habit of the middle and high stratum
 Those who have anxiety about consuming sweets
 That due to health conditions they consume products low in sugar
 Who wish to lead a healthy lifestyle
 With any type of profession such as athletes

The production and distribution of the product has been initially focused on the
Guamaluna population since it will be the place in which the production and trade
area of the product will be located, to constantly grow to the point of covering the

15
business at a regional level and subsequently to the other cities of the country.
Personalized attention will be offered, giving the customer the option of choosing
the purchasing method they want according to their needs, since there are people
who, either due to lack of time or distance, find it easier to access and request the
order virtually in the networks like WhatsApp and Facebook at any time of the day;
There are also those who prefer the traditional and direct purchase of products in
the physical store.

5.3 COLLECTION AND TABULATION OF INFORMATION ON THE

MARKET SEGMENT
According to the Dane 2005 population census, the municipality of Guamal has a
population of 8,933 inhabitants, which makes it feasible to carry out surveys to
determine the market analysis of the product offered through an operation, thus
determining that 68 surveys.

N Q Q AND Z n
8,933 50% 50% 10,0% 1,65 68

16
17
 1. ¿COME CON FRECUENCIA MER-
MELADAS NATURALES?
48

50
40 20
30
20
10
0

Si No
Graph 1:

Analysis: According to the survey conducted, from question 1, it can be deduced

that only 29% of people surveyed consume natural jams frequently. Knowing this,
we can take this into account when advertising the product to make it known. that
the majority of respondents comment that they do not consume it due to lack of
access and knowledge.

2.¿LE SUENA LA IDEA DE QUE HAYAN

60 MERMELADAS
54 NATURALES EN EL
MUNICIPIO?
50

40

30

20 14

10

0
Si No

Graph 2:

Analysis: According to the question asked, 79% of people surveyed would like to
have the commercialization of natural jams in the municipality. Taking this result, it
is observed that the idea of creating the business in the municipality is striking and
viable.

18
 3.¿QUIENES SON LOS PRINCIPALES
CONSUMIDORES DE MERMELADA EN
SU CASA?

38
40 30
30
20
10
0

Niños Adultos
Graph 3:

Analysis: According to the survey carried out in question 3, it is concluded that the
highest percentage (56%) of consumers in the home are children, unlike adults
(44%), which means that we can focus on them to carry out more flavors and
textures since they show that it is pleasant to mix with another product.

4 ¿QUE TIPO DE MERMELADA PREFIE-

RE COMPRAR,CASERA O COMERCIAL?

46

50
22
40
30
20
10
0

Casera Comercial
Graph 4:

Analysis: It was identified that 29% of those surveyed prefer to buy Commercial
jams, for the following reasons: Reliability, Custom, because they are Known in the
market or are simply those found in the area, 71% choose the homemade product,
because it is a natural product, without chemicals, and because they preserve the
original flavor of the fruit.

19
 5 ¿ USTED CREE QUE LA MERMELADA
NATURAL ES BUENA PARA LA
SALUD?

50
40
30
20
10
0
Si
No
Graph 5:

Analysis: as we can see, we can conclude that a higher percentage (36%) of

people say that natural jam is good for health since it is low in sugar, the lower
percentage (14%) of people think it is not. Therefore, we must provide them with
more information about our product so that they realize that it is good.

6.¿QUE SABOR ES DE SU PREFE-

RENCIA?
A.Mora
31
35 B.Breva
30
25 C.Guayaba
15 13
20 9 D.Papaya
15
10
5
0

Graph 6:

Analysis: Having identified that blackberry is the most popular fruit, it is necessary
to include it as an essential flavor for the start of sales, this ensures reaching 46%
of consumers who prefer it, papaya being rarely found in the market makes them
not prefer it, for this reason Yuyu Jams will give the special touch of flavor for the
population.

20
 7. ¿QUE PRESENTACION PREFIERE
ENVASE DE VIDRIO O DOY PACK?

35

33

A.Envase de vidrio
B. Doy pack

Graph 7:

Analysis: As evident in the graph, the tendency to buy the doy pack has grown,
some of the arguments are: practicality, convenience of use and price, other people
resort to the appearance of the product since they can visualize the content . And
although the number of people who prefer glass containers is smaller, those who
do so do so out of tradition and because it is reusable.

8.¿CONOCE LOS POSIBLES LUGARES

DONDE VENDEN MERMELADAS NA-
TURALES?
50
41
40 27
30
20
10
0
Si
No
Graph 8:

Analysis: Taking this result, it is concluded that few people know a place where
they sell or distribute natural jams, and the population that knows about a place
must travel to the other municipality or city to acquire the product.

21
 9.EN LA COMPRA DE MERMELADAS
NATURALES ¿CUAL SUELE SER EL
FACTOR DETERMINANTE?

18% 12%

12%
32%

26%

A. Marca B. Precio C. Sabor

D.Nivel de azucar E.Todas
Graph 9:

Analysis: As shown in the graph where it can be deduced that although all factors
are important when choosing a product, the most determining factor in the
purchase of jams is the Price, since the customer must look for the price that best
suits them. adjustment to your economy.

10.LE GUSTARIA ENCONTRAR EN EL

MERCADO MERMELADAS DE FRUTAS
NATURALES?

50
50
40
18
30
20
10
0

Si No
Graph 10:

Analysis: According to the survey, 74% of the population surveyed would like to
find naturally manufactured jams on the market, since they like the idea that there
is in the sector, and 6% say no since the majority they say do not express which is
because they don't like it and/or show no interest in the product.

22
 11¿ESTARIA INTERESASO/A EN UN
SERVICIO A DOMICILIO Y/O POR IN-
TERNET?
43
45
40
35
30 25
25
20
15
10
5
0
Si
No
Graph 11:

Analysis: It is concluded that 63% of people surveyed would like a home and
internet service because it is easier to access and more practical when purchasing
the product, while 37% of people choose not to, since they state that It is unreliable,
they prefer to see the product or they do not have access to network management
and so on, preferably they do it in a physical environment.

12.¿FUE DE SU AGRADO HABER CONO-

CIDO UN POCO DE NUESTRO PRODUCTO
DE MERMELADAS NATURALES?

Si No
Graph 12:

Analysis: It is concluded that through the survey the product is made known, with
75% of the community showing pleasure in knowing about the natural jam product,
and wish to see it in the Municipality soon.

23
CONCLUSION

With the survey carried out, it can be concluded that the creation of YUYU JAMS in
the municipality is viable and what impact it will have in the town. Taking as a
starting point the suggestions of the respondents and also achieving satisfaction
and good service, offering the customer comfortable product prices, preferred
flavors and the pleasure of finding unusual flavors in the market, always managing
quality standards.

5.4 MARKETING MIX

The Marketing Mix addresses the strategies that will be implemented in the four
main spheres of marketing: Product, Price, Place (distribution) and Promotion.

5.4.1Product Strategy

BLACKBERRY JAM

YUYU blackberry jam is a product that has been produced by cooking and
concentrating healthy fruits, changing them with water and sugar, presented in a
300 gr and 500 gr glass jar, with a reddish color of viscous consistency, with a
striking appearance. , with a slightly acidic flavor, preserved at cold temperatures
to prolong its life time, which is approximately one year on average.

PAPAYA JAM

24
Yuyu Papaya jam is a traditionally made product, it is characterized by its
differentiation from the rest of the foods that can be found on the market. It has
particular characteristics since due to the state of the fruit that must be before
ripening, when processed the jam takes on a light and shiny yellow color, with
small pieces of fruit and a special flavor since cinnamon is additionally added in
the preparation, Its presentation will be in a glass jar of 02 sizes 300gr and 500gr,
its useful life is approximately 06 months.

GUAVA JAM

Guava jam is a product whose flavor is the most natural since the fruit itself offers
sweetness, making it the most natural product offered and because the fruit
contains a large amount of pectin, its texture is thicker and more consistent.

BREAK JAM

25
Breva Yuyu Jam, is the least common jam found on the market since the fruit
presents a certain degree of difficulty in obtaining the same and thus increases its
production and sale value, its texture is a little thicker than the traditional ones, its
The smell is more intense than a jam of another flavor. It does not require a large
amount of sugar. Presentation in 300gr and 500gr.

26
 5.4.2 Price Strategy

At Yuyu jams, 04 flavors of natural jam will be offered, which will have textures and
flavors different from the traditional ones, affordable to all the needs and budgets
of customers, varying in price from $9,000 to $15,000 due to the excellent quality.
when making the product and the presentation offered.

It should be noted that the blackberry market has special characteristics unlike
other flavors in terms of prices, since they are very common and are governed
according to the supply and demand of the product; Due to the structure and
conditions of this market, trust and compliance, both of the supplier and the client,
are managed and valued and there is a tendency to create relationships of trust
that initially support commercial transactions.

Regarding sales strategies, it will begin by selling the product below the average
price of jams on the market, which meets similar characteristics to the product
such as:

• Quantity in grams

• Packing

• Product quality

As the project progresses, prices will increase.

Retail Price: example, a 300g papaya jam costs approximately $9,000 during the
first year of sale.

The price range at which consumers are willing to pay for a fruit jam with the
aforementioned qualities and that is totally natural begins as follows:

PRICES JAM
BLACKBERRY 300 PRICES JAM
$ 12.000 BLACKBERRY 500
gr $ 15.000
$ 10.000 PAPAYA 300 gr gr
$ 13.000 BREAK 300 gr $ 13.000 PAPAYA 500 gr
$ 9.000 GUAVA 300 gr $ 14.500 BREAK 500 gr
$ 10.000 GUAVA 500 gr

27
 5.4.3 Place Strategy (Distribution)

These types of traditionally made products are characterized by their individuality

and difference in the market.

They are characterized by being healthy and natural products, their raw materials
used are of the highest quality and directly from the region, raw materials that
undergo a selection process.

They are characterized by being healthy and natural, accompanied, whose

production process is as natural as possible, without forcing or accelerating them
through physical or chemical procedures.

Initially, a fruit selection process is carried out, then it is weighed to determine yield
and calculate exactly the quantities of the other ingredients, then the fruit is
washed to disinfect and peeled if required, in order to proceed to the cooking
process. and addition of the other ingredients.

After reaching the gelation point, it rests and is then packaged in previously
sterilized glass jars.

Finally, it goes through the labeling process and is finally stored under vacuum,
turning the jar upside down for 24 hours so that the jam has a good consistency.
So it can be distributed to clients.

5.4.4 Promotion Strategy

 The delivery of the fruit will be made to the client's warehouses “Door to
door service.

 Customers who purchase larger volumes and pay in cash will receive
preferential treatment when prioritizing orders, always managing the
“customer satisfaction” philosophy, delivering the fruit in the quantity, time
and place required, giving a good offer for that consumers opt for yuyu
jams.

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 The company seeks to create a corporate image that motivates its clients
to buy, recognize it and create a good name through frequent use
of phrases like: “SWEETING YOUR LIFE”.

 There will also be the delivery of flyers to publicize the company, provide
information so that they can locate the point of sale in the center of Guamal
with address Calle 13 n°8-18 Barrio Founders.

 It will make known the social networks to be managed, so that the customer
is contacted in a very easy way and can request the product and purchase
it quickly.

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5.4.5 Business Plan

LOCATION

FLAT

6. ADMINISTRATIVE STRUCTURE

6.1 MISSION
The mission defines the activity and/or work of the company in the market in which
it will operate. For its construction, questions such as: what does the company do?

30
What does it do? What is its reason for being? What is the target audience and its
geographical location? What is the the main competitive advantage and what
differentiates it from the competition?

6.2 VISION
The vision shows the main goal(s) that has been planned to be achieved in the
future, which must be grounded and realistic. Some questions to keep in mind may
be: what do you want to achieve? Where do you want to go in the future? Who will
it be done for? Will the field of action be expanded or will it cover more people?

6.3 VALUES
State the main corporate values with which the company will act.

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 6.4 ORGANIZATION CHART
A graph of the structure that the company will have and the relationships between
the areas and personnel involved must be presented.

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 7. FINANCIAL ANALYSIS

7.1 INITIAL INVESTMENT

FIXED ASSETS TOTAL
AMOUNT UNIT VALUE
MACHINERY AND EQUIPMENT VALUE

TOTAL MACHINERY AND EQUIPMENT

TOTAL
FURNITURE AND FIXTURES AMOUNT UNIT VALUE
VALUE

TOTAL FURNITURE AND EQUIPMENT

ADAPTIONS TOTAL
AMOUNT UNIT VALUE
DESCRIPTION VALUE

TOTAL ADAPTATIONS
TOTAL INVESTMENT

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 7.2
MONT MONT MONT MONT MONT MONT MONT MONT MONT MONT MONT MONT
ADMINISTRATIO TOTAL
N EXPENSES H1 H2 H3 H4 H5 H6 H7 H8 H9 H 10 H 11 H 12
Rent

Services

Cleanliness

Maintenance

Stationery and
Supplies

Travel expenses

Loan Fee

Transport

Others (Legalization
documents)

Payroll

SELLING EXPENSES

Advertising

Stationery and
Supplies

Travel expenses

Fee

Transport

TOTAL COSTS

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35
7.3 PRODUCT COSTS

The objective of this exercise is for you to carry out the costing of the products or
services that you plan to offer to your clients.

To do this exercise, it is necessary that you have investigated the prices offered by
the different suppliers of the raw materials and inputs that you will use in the
production of your company. (To feed this table see sheet 1 of the simulator )
RAW UNIT OF UNIT COST OF UNITS TO TOTAL UNIT COST
PRODUCT MATERIAL MEASUREME THE UNIT OF USE COST UNIT
INPUTS NT MEASUREMEN PRODUCED
T

RAW UNIT OF UNIT COST OF UNITS TO TOTAL UNIT COST

PRODUCT MATERIAL MEASUREME THE UNIT OF USE COST UNIT
INPUTS NT MEASUREMEN PRODUCED
T

RAW UNIT OF UNIT COST OF UNITS TO UNIT COST

PRODUCT MATERIAL MEASUREME THE UNIT OF USE UNIT
INPUTS NT MEASUREMEN PRODUCED
T

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 7.4 PAYROLL
No Post Salary Benefits Total Salary

1
2
3
4

TOTAL PAYROLL

MONTH 1 MONTH MONTH MONTH MONTH MONTH MONTH MONTH MONTH MONTH MONTH MONTH TOTAL
No
2 3 4 5 6 7 8 9 10 11 12

5
Total

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 7.5 SALES PROJECTION
To feed this table see sheet 4 and sheet 11 of the simulator

No UNIT MONT MONT MONT MONT MONT MONT MONT MONT MONT MONT MONT
CONCEPT COST MARGIN MONTH 1 TOTAL
. PRICE H2 H3 H4 H5 H6 H7 H8 H9 H 10 H 11 H 12

Amount
1
Worth

10

TOTAL

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 7.6 BALANCE POINT

In this section you must know the moment in which the business begins to
generate profits. An analysis of this aspect must be carried out, identifying the
month in which this break-even point is reached, according to the sales
projection presented previously. It is recommended to obtain the break-even
point using one of the following equations (the first gives the result in units to be
sold and the second in money, use the most convenient one or both if desired):

PE U = Fixed Costs x Units Produced / Total Sales – Variable Costs

PE $ = Fixed Costs / [1 – (Variable Costs / Total Sales)]

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7.7 BALANCE SHEET
To feed this table, see page 14 of the simulator.

YEAR
11
ASSETS

Cash and Banks -

Accounts Receivable -
Inventories -
Other income
Total Current Assets -

Fixed assets -
Accumulated depreciation -

Total Long-Term Assets -

Total Assets -

PASSIVES
Accounts payable -
Financial obligations -
Other Obligations
Taxes to pay -
Total Liabilities -
HERITAGE

Initial Capital -
initial contribution -
Contribute personal
property -
Exercise Utility -

Total assets -

Total Liabilities + Equity -

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 7.8 STATEMENT OF RESULTS (To feed this table, see sheet 13 of the simulator)

MONTH MONTH MONTH

MONTH 1 MONTH 2 MONTH 3 MONTH 4 MONTH 5 MONTH 6 MONTH 7 MONTH 8 MONTH 9 10 11 12 ANNUAL
Sales

Costs of sale

Gross profit
Gross margin

Administration
Expenses
Payroll
Depreciation
Selling
expenses

Operational
utility
Operating
Margin

Other expenses
Other income

Profit Before
Taxes
Taxes
Industry and
commerce
taxes

Notice and
board taxes
Net profit

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 8. RISK ANALYSIS

Use a SWOT matrix to present the main obstacles and limiting factors (Weaknesses
and threats), as well as the keys to business success (Strengths and opportunities).
Several aspects must be identified in each factor of the matrix.

Positives Negative

STRENGTHS WEAKNESSES
Internal Origin

OPPORTUNITIES THREATS
External Origin

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 9. IMPLEMENTATION AND EXECUTION PLAN

This section details the tasks and activities necessary to launch the business model.
Here the application program (Gantt Chart or schedule) is created according to the
planned time.

APPLICATION SCHEDULE

MONTH 1 MONTH 2 MONTH 3 MONTH 4

ACTIVITIES /WEEK 1 2 3 4 1 2 3 4 1 2 3 4 1 2 3 4

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 10. CONCLUSIONS

Here the conclusions reached when building the business plan are presented. The
main points that must be taken into account are: the feasibility, viability and
profitability of the business, aspects that allow us to determine whether it is actually
pertinent and favorable to execute the developed proposal. These conclusions are
drawn mainly from the technical analysis evidenced in the business description, the
market study and the financial analysis.

(Between 250 and 500 words).

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 BIBLIOGRAPHY

In this final section, the references of the sources used in the preparation of the
business plan must be stated. It is important to remember that you must also cite
correctly (according to Icontec Standards) in the sections in which information from
these sources is used directly.

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 GLOSSARY

BUSINESS PLAN : A business plan is a guide for the entrepreneur and/or

businessman that allows him to launch the business idea and find its viability and
relevance.

ASSETS: Assets and rights of the company (cash, banks, accounts receivable,
inventories, property, plant and equipment).

LIABILITIES: Obligations of the company with third parties (suppliers, taxes,

employees, financial obligations, accounts payable, etc.).

EQUITY: Groups the set of accounts that represent the residual value of comparing
the total assets minus the external liabilities, product of the net resources of the
economic entity that have been provided by the owner thereof, either directly or as
a consequence of the business. ordinary of their businesses.

CASH : Represents the cash in the possession of the company. Includes

banknotes, coins, checks, money orders. It is an asset account.

INCOME: Groups together the accounts that represent the operational and financial
benefits received by the economic entity in the development of the normal course of
its commercial activity in a given year.

EXPENSES: These are the payments that the company makes for its operation but
that are not recoverable.

COSTS : Groups together the set of accounts that represent the expenses and
charges clearly and directly associated with the preparation or production of goods
or the provision of services, from which an economic entity obtains its income. It
includes the following groups: raw materials, direct labor, indirect manufacturing
costs

FIXED COSTS : It is that cost that does not depend on the volume of the
Company's activities, that is, whose total does not change due to producing more or
fewer units of any of its products.

All Indirect Costs and Company Expenses are Fixed Costs, since they do not depend
on the volume of the Company's activity.

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VARIABLE COSTS : It is that cost that varies with respect to the volume of
production, that is, the greater the number of units produced, the greater the total
variable costs.

Depending on the economic activity of the project, the costs and expenses are
classified as follows:

Sales costs
Marketing Expenses

Fixed costs

Production Variable costs

Bills

Fixed costs
Services Variable costs

ADMINISTRATION EXPENSES : Set of expenses incurred in the general

management of a company that vary according to the nature of the business,
although as a general rule, they cover salaries and wages, office materials and
supplies, rent and other general services. office. They are normal expenses of a
current nature for the operation of the company.

PRODUCTION COST : Monetary valuation of the expenses incurred and applied in

obtaining a good. It includes the cost of materials, labor, and manufacturing
overhead charged to jobs in their process.

It is defined as the value of the inputs that economic units require to carry out their
production of goods and services. Payments to the factors of production are
considered here: to capital, made up of payments to the entrepreneur (interest,
profits, etc. ); to work, payments of wages, salaries and benefits to workers and
employees; as well as the goods and services consumed in the production process

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(raw materials, fuels, electrical energy, services).

MARKETING AND SALES EXPENSES: Set of expenses incurred in the process of

transporting, delivering and receiving the products sold to the consumer.

DIRECT COSTS : These are those that can be clearly identified and assigned to the
production process. Examples of this type are the raw materials and the labor that is
physically carrying out the transformation of raw materials into finished products.

INDIRECT COSTS: These are those that, although related to the production
process, are difficult to associate with a specific product, because they are common
or are distributed among several of them.

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