BRIEF FORMAT
1. Company information
 Name of the company
 Trade’s name
 Company’s activity
2. Company history
History of the company in detail
 Advertising has been traditionally
done?
 What kind of advertising and what
issues were addressed?
 What were the objectives of previous
campaigns?
 What are the characteristics of your
product or service?
 What is the current position of your
product in the market?
Present tense
 The name of the company is Heladería Autoservicio
Dulce Amor
 The Trade’s name of the company is SWEET ICE
CREAMS.
 The ice cream self-service sweet love is dedicated
to the production and commercialization of
homemade ice cream, fruit salad and natural juices
rich in proteins and vitamins, accompanied by
additional services such as: Home delivery services
and recreation area service.
Past tense
 Indeed, the advertising managed by our company
Heladería Autoservicio Dulce Amor, has been
traditional advertising, this advertising is
characterized to attract more to consumers, Since
they evaluate it as the most reliable and realistic.
Radial wedges, periphery, flyers and advertising
were made.
 The type of advertising used by our company was
the advertising of products which was characterized
by publicizing each of the characteristics of products
and services to consumers, we also used corporate
advertising where they addressed issues related to
the design and The creation of the logo, the brand,
the choice of colors, among other aspects that were
extremely important for the incorporation of our
project in the segmented market.
 The objectives of the previous campaigns were:
Publicize the corporate image of the
company to the target market of our project.
Incorporate our products into 80% of the
target population.
Recognition of the brand in the regional
market.
Increase sales.

3. The product or service
Description of the product or service with all
its features:
 Physical (if it has)
 Chemical characterization (if it has)
 Packaging (if it has)
 Benefits
 The current position of the product is due to the
acceptance and consumption of the same by the
majority of target population.
Present tense
 The physical characteristics of our products are
as follows (ICE CREAMS):
Contains no ice particles.
It is light and healthy.
It's creamy.
Warm cold sensation
Feeling of body
Firm structure
 Chemical characterization
Kilojulios 1201kj
Calories 287 kcal
Protein 5.05g
Carbohydrate 37.51g
Fiber 1.6g
Sugar 33.73g
Fat 16.63g
Saturated fat 9,044g
Polyunsaturated Fat 0.545g
Monounsaturated Fat 0.545g
Cholesterol 45mg
Sodium 101mg
Potassium 331mg
 Packaging: The packaging of the products will be
disposable ecological disposable cups made of
cardboard or cardboard, which will be printed with
the company logo, are 100% biodegradable, and for
the pallets molds will be used where the already
prepared mixture will be poured and You will put
wooden sticks, and will be wrapped in self-adhesive
transparent paper.
 Benefits :
They are nutritious and delicious
Low in calories and sugars
It is a food allied to our bones, rich in
calcium, protein and vitamin B2.
Sweet love ice cream is a palatable calorie
source and, given its soft, creamy texture,
easy to swallow even with an irritated throat
4. SWOT matrix (Strengths, Weaknesses,
Opportunities and Threats)
 Weaknesses (they are internal to the
company)
 Opportunities (they are external, what
the sale opportunities are)
 Strengths (they are internal)
 Threats (they are external)
Present tense
Weaknesses
The place of business location is not the same
place of residence of entrepreneurs.
Lack of staff to carry out marketing tasks
Investment capital is a minimum amount for the
opening of the premises.
We do not have all the specialized machinery to
attract our customers
We do not have the knowledge in machines and
their production processes.
The technical knowledge that the competition has in
terms of its products and production processes.
Lack of staff training.
Opportunities
Low level of supply of the subsector to which the
project belongs, in the municipality of Bolivar-
Santander there is no direct competitor offering
services and products similar to ours.
The possibility of hiring skilled labor in the area.
Increasing population increase as students and
tourists.
Consumers set aside processed and packaged
products of long duration, preferring fresh, natural
and freshly made products.
Partnerships that support large and medium-sized
enterprises.
Technological innovation
Ease of access to bank loans or other corporations
Positioning of the brand at the national level.
Strengths
Acceptance of Dulce Amor Self-Service Heladería
by the population of the municipality of Bolívar,
Santander; since in this place there is no place that
offers different services to the existing ones.
The innovative features of the project in terms of
service and consumption of the product
Special spaces will be offered where clients can
share with their families and friends pleasant
experiences like making their own ice cream
besides enjoying the time playing table games with
their loved ones.

5. Budget
It’s the money assigned to the project.
We have the specialized help of SENA. Prices will
be affordable because the consumer is the one who
decides the size and shape of your product, which
will allow you to measure your pocket.
Diversity of flavors and toppings (Complements)
Quality of service and friendliness.
Products with a high nutritional content.
Threats
The supply of products in direct competition.
The climate, as it is known, has changed a lot,
bending most of the year to the rainy season, which
directly affects our project idea.
Places and establishments offering a plurality of
services
Shortage of raw materials and increases in the
prices of our suppliers.
That the competition wants to give the same style
and innovation to your business.
Economic crisis in the country
Present tense
For the opening of my Heladería Autoservicio Dulce Amor
project, a budget of $ 50,000,000 is needed, of which 50%
will be financed with a bank loan and the other 50% with
resources from the establishment's creator. These
resources will be distributed for the purchase of machinery,
raw materials, furniture, communication equipment, among
others for the good operation of the company.
6. Consumer/Target Audience
Describe the three types of consumers:
 End consumer: The person who
consumes the product, but doesn’t
decide on the purchase.
 Real consumer or objective: The
person who makes the purchase
decision.
 Potential Consumer: The person who
has a provisional contact with the
product or who will be the consumer in
the future.
Describe the profiles
 Demographic profile
 Geographic profile
 Psychographic profile
 Demographic profile
 Geographic profile
 Psychographic profile
Present tense
TYPES OF CONSUMERS
The final consumers of our products are the
inhabitants of the Municipality of Bolivar-Santander,
they are characterized by being determined
consumers when making purchases as far as food
is concerned.
The real consumers of our products are all the
workers of the public companies of the municipality,
they carry a tight schedule and it is difficult for them
to prepare their meals, which is why they should ask
at home for products such as fruit salad, ice creams.
Our potential consumers are undoubtedly all the
children of the Municipality of Bolívar-Santander,
they are loyal consumers of ice cream.
THE PROFILES
Age: 47.53% of the population is under 24 years
old, 35.53% are of productive age and only 17.05%
are older adults.
Gender: 47.82% of the total population of the
Municipality of Bolívar-Santander are women and
52.1% are men.
Family size: The size of the Bolívar family -
Santander ranges from 4 to 5 members per
household.
Marital status: 40% of the population is married,
25% are single 20% divorced and 15% are
widowed.
The municipality of Bolivar has a total area of 971.5
(Km²)
Average temperature 24 degrees
It presents / displays great variety of climates
páramo, cold, temperate, warm.
Its territory offers countless hills, valleys, plateaus,
mountains and hills.
 Lifestyle: The inhabitants under 20 years of age
are dedicated to studying their lifestyle is active,
because they at that age like to participate in many
celebrations as birthdays, evenings of parties,
parties, among others, people who oscillate
between 20 and 59 years old lead a hectic lifestyle
are in the period of professional culmination and
are also working, for these people time is
measured and in their free time share with their
families and friends visiting places that offer
services and products that Meet their needs,
People over 60 are mostly retired people spend
their time doing recreational and playful activities
sharing experiences with their friends.
Tastes: The tastes of people under 20 in food love
the treats and for them the ice cream is one of their
favorites, to those who oscillate between 20 and
59 the ice cream for them is one of the best options
to Time to go out with their family and hopefully the
product is accompanied by innovative and creative
services and 60 year olds love fruits either for their
own taste or for health reasons.
Values: The population of Bolivarense is
characterized by being citizens with countless
values are charismatic, prosperous, kind, integrity,
responsible

Present tense
7. Competition/Positioning
Direct competition
Describe the type of competition your product Frulatto Heladería Artesanal: Inspiration,
or service has: dedication, innovation and love are its main
 Direct ingredients.
 Hint Heladerías Helados Nacho: This establishment is
 Main Competition characterized by the low level of sales, its products
are offered to the public without additional services,
ie customers buy them and immediately withdraw
from the establishment.
Café y Gelatto: It is an establishment that in
addition to selling ice cream, offers other types of
products such as coffee, chicken cakes,
empanadas, yogurts and all types of soft drinks.
8. Project objecdftives
Describe the goal to be achieved in your
project.
9. Market research
Explain the market research you have made
in your project: which are the latest changes
of consumers and the target public?
Present tense
Be the leader in the regional market of products
such as ice cream, fruit salad, natural juices
accompanied by suitable and diligent services
through a policy of discounts, promotions and low
prices.
Introduce the services and products that Heladería
Autoservicio Dulce Amor sells in new market
segments.
Create new branches in other municipalities that
offer Dulce Amor products.
Present tense
According to the market research that I have carried out for
the opening of a new commercial establishment in the
municipality of Bolívar-Santander dedicated to the
commercialization of ice cream, I have been able to
conclude that this idea of "Ice Cream Company" will be
well received and accepted By the segmented population,
since in this municipality there is no place that offers
products and services with high standards of quality and
innovation, which is why La Heladería Autoservicio Dulce
Amor will be successfully incorporated into the market.
10. Schedule Present tense

Include the distribution channels for the The type of distribution that we will initially use in our
products of your project: company will be selective. This distribution has a reduced
 Direct number of distributors, all of these besides, must fulfill
 Indirect diverse requirements.

Dulce Amor Self-Service Ice Cream will use the "zero"

length channel or direct marketing and channel 2 length
because this type of channel is characterized by the
manufacturer sells directly to the final consumer, ie the
products we manufacture in our company we sell directly
To the final consumer and through retailers implementing
a retail system.