DREAM

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Content

1. Your business and you

2. The Business
3. About You
4. The Products and Services
5. The Market
6. Start Up Costs
7. Break even
8. Cash flow
9. The Competition
10. Marketing mix
11. Back Up Plan
12. Total capital requested (Loan request)
13. Appendices (Questionnaires, charts etc.)

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 1. Your Business and you

1.1 Business Name: Dream

1.2. Your Name (s): Alfonso Pascuccio

1.3. Business Location: Ariano Irpino

1.4. Your Address and Postcode: street Pietro Paolo Parzanese, 83031

1.5. Telephone Number (home, mobile and business): 3775910031

1.6. Email Address (personal and business): dreamlabscoopsoc.libero.it

1.7. Business Start Date: 26/01/2020

1.8. Business Website and Social Media Links:

https://www.interris.it/la-voce-degli-ultimi/dream-pizzeria-ultimi-primi/

2. The Business

2.1. Summary of the Business:

Giving a job opportunity to those who have problems integrating into society through a job
that is par excellence in contact with the customer (waiter)
2.2 Describe the product(s) or service(s) the business is going to sell:
Our product is the typical Neapolitan pizza, a culinary pillar of the beautiful country. The
typical ingredients of the Neapolitan recipe are faithfully reproduced and transformed by us
to propose variant gurmet. Our characteristic activity, however, is in the delivery service, in
fact our customer will proceed through a special application, to order and decide the
method of shipping the product.

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2.3. Describe how the product(s) or service(s) will be sold:

B to C. The product will be sold through our production room, where however it will not be
possible to stop, and through applications and / or other web supports that allow the
customer to come into direct contact with our business and select the product that is most
to his liking, ordering it and selecting the acquisition modes.

2.4. What is the business mission (the main purpose of the business)?

The integration of disadvantaged people from a socio-economic point of view and their
recovery in the work-professional sphere.

2.5. What is the business vision (where will the business be in one, three and five years)?
Try to make the business aims SMART – Specific, Measurable, Achievable, Realistic and
Timely
Initially, the web supports and applications will allow us to satisfy the clientele of a
restricted territorial area, but subsequently by increasing our target, thus aiming at a
clientele as a greater capacity for digital sharing, it will be possible to reach a greater
number of people. In 5 years we aim to carry out other similar activities, with the aim of
creating a real chain of restaurants and pizzerias

2.6. What sets this business apart from the competition:

Is the Business’ product/service cheaper? Is the Business’ product/service better quality? Is
the business filling a gap in the market?
Given the quality, timeliness and above all the comfort offered, our product will have a very
competitive price, in fact it aims to minimize the chronological sacrifice of the customer in
the best possible way, adapting to his needs, this element represents a point in our
advantage on the restaurant market.

2.7. How will this business be staffed? Our business is characterized by the use of
personnel with important practical skills, capable of adapting to corporate standards, at the
same time, however our company intends to encourage the recruitment of people in
solidarity with the social project of our company.

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3. About you

3.1. Why do you want to run your own business?

We intend to create this business to innovate but above all to rebuild a sector damaged by
the upheavals that our company is undergoing, emphasising when it is essential to combine
tradition and modernity in our way of dealing with national and international reality.

3.2. Previous work experience:

Entrepreneur in the catering sector, digital entrepreneur, primary experiences in the

crowdfunding sector.

3.3. Education and Qualifications:

The licence in accounting allowed us to become aware of the main socio-economic

principles that govern the business world, and subsequently with a degree in economics,
our skills were adapted to the era of digitalisation and e-commerce.

3.4. Hobbies and Interests:

There are no particular interests in hobbies because I prefer to constantly expand my

perspectives.

3.5. Describe your knowledge and experience within this business’ industry:

For two years we participated in the "LATUAIDEADIMPRESA" competition, where we had

the opportunity to invent a business reality, presenting new product or service classes, then

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we participated in the "YOUNG BUSINESS TALENTS" competition in which we managed a
simulated company.

3.6. Please list any other personal information relevant to this business:

Thanks to our previous experiences, we can easily understand what may be the needs, the
way of thinking, the chosen economies of the people and potential customers who populate
the entire hinterland of Irpinia.

4. The Products and Services

4.1. Give an overview of the product or service this business will sell.

our service offers the opportunity to enjoy the Italian spirit in your own home, in your
workplace, during meetings with friends. Thanks to us, the customer will be able to enjoy
his favourite snack with just a few clicks.

4.2. How will the product be produced or how will the service be carried out?

The Neapolitan pizza takes into account the agri-food riches of the whole hinterland
(tomato, mozzarella, extra virgin olive oil,), all of which is organised and improved by expert
hands. Thanks to an important delivering service, the product will be transported, as
needed, to the place where the customer is located.

4.3. How much does the product(s) or service(s) cost to produce/deliver?

As for the production, the cost is proportional to the cost trend of the products, which could
increase due to the low production of products characterised by these quality standards.
Initially, the delivering service could represent a threat, as it is necessary to invest in the
purchase of all means of transport useful for the purpose.

4.4. How much will the product(s) or service(s) be sold to customers for:

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The costs will vary according to the type of product, you can start from a simple margherita
up to a more complex and articulated pizza or a second dish of meat. Prices will range from
3.5 to 10 euros.

4.5. How will the product(s) or service(s) be delivered to the customer?

Through our home delivery channels, through third party delivery channels such as glovo,
just eat, deliveroo, mymenu etc. Customers can obviously go to our restaurant to order
takeaway or to consume it in the same place

4.6. Are there any legal requirements that are necessary to start this business?
HACCP, Municipal Authorisations, at least one pantry area for the storage of food and
beverages equipped with:
• suitable and washable shelves;
• refrigerators, equipped with an external reading thermometer, which allow the separation
between the various foodstuffs stored, by means of compartments or special containers
with lids.
a kitchen room in which distinct areas are identified perwd:
• preparations;
• cooking;
• washing: equipped with sinks and dishwashers of adequate size for the business activity.

4.7. Are there any insurance requirements that are necessary to start this business?

It will be necessary to ensure the use of means of transport, comparing their use to that
implemented by all shipping companies. Added to this is the individual insurance of
personnel who work in contact with heat sources and energy sources.
4.8. What is the growth potential for the product(s) or service(s)?

Our profitability will grow over time given the impossibility of other companies in the area
to offer an efficient delivering service capable of satisfying the recurring needs of
customers.
5. The Market

5.1. Describe the business’ typical customer and where they are based.

Our typical customer is the average man who is forced every day to organise his time to
chase his daily practices. This type of person, given the impossibility of optimising their

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eating habits, chooses to order food and drinks via the web. As we can see, these types of
necessity are widely distributed throughout the territory.

5.2. How many of these customers will this business have the potential opportunity to
reach:

Mainly those who will be able to make optimal use of the service are those who live in the
urban regions of the territory, where our service is more efficient.

5.3. Have you sold any products/services to customers already?

We haven’t sold anything yet-

5.4. Why will customers buy this business’ products or services instead of your
competitors?

Our product is already sold by other companies, but the customer will prefer to buy our
product because it is easy to use and obtainable from any position the customer is.

5.5. What can be learned about the business’ market from an internet search/secondary
research:

We can learn a lot both to analyze the effects that our service has on the opinion of
customers, to understand how when the customer prefers to eat and to understand how
important it is to introduce the service in a certain territorial region.

5.6. What can be learned about the business’ market from field/primary research?

We can understand the real number of people who are interested in our service, taking into
consideration their food choices and especially their eating habits.

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6. Start-up Costs

6.1. What non-asset start-up costs must be considered?

The purchase cost and the related immobilization of vehicles is certainly the element that
differentiates our business from that of other companies in the sector. To these we must
certainly add the costs deriving from the systems of conservation of the product during
travel.

6.2. Table of Asset/Equipment Purchases

Item, Asset or Already New or Second Supplier Price

Expense Purchased? Hand Required

Oven No New Third parts € 7000

Scooter SI Used Third parts € 1500

Fridge no New Third parts € 5000

Furnishings, plates No New Third parts € 8000

and cutlery
Application No New Third parts € 1000
Software
Website Yes New Third parts € 1500

Cash register No New Third parts €500

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 7. Break even

This is the point at which the sales are exactly the same as the costs.

7.1 Use the table below to list all the different types of cost:

Fixed Cost Variable cost

Scooter foods
Oven packages
Fridge staff
Furnishings, plates and cutlery Electricity, water, gas.

Application Software Pizza boxes

Website
Total Click or tap here to enter text. Total Click or tap here to enter text.

7.2 What is your selling price? 3.50 up to 10 €

7.3 Use the table below to list all the different types of cost:

Total costs = Fixed costs + variable costs

Sales revenue = Selling price x number of units sold you expect to sell
Profit = Sales revenue – total costs

Number Fixed costs Variable Total Sales Profit / Loss

sold/produced costs costs revenue

3000 24500 6000 30500 19000 -11000

24500 10890 35390 35390 0

5445
24500 40500 52000 11500
8000 16000

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7.4 Use the formulae to calculate your Break-even point

Fixed Costs
Selling Price - Variable cost per item

Click or tap here to enter text.

8. Cash flow forecast

July Aug Sept Oct Nov Dec

RECEIPTS

Sales 10,000 12000 14000 16000 18000 20000

Click or tap
here to enter
text.

Total Receipts 10,000 12000 14000 16000 18000 20000

Click or tap
here to enter
text.

PAYMENTS

Stock 8,400 10400 12400 14400 16400 18400

Click or tap
here to enter
text.

Total 8,400 10400 12400 14400 16400 18400

Payments
Click or tap
here to enter
text.

Net Cash flow 1,600 1,600 1,600 1,600 1,600 1,600

Click or tap
here to enter
text.

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 Opening 1,700 3,300 4900 6500 8100 9700
Balance
Click or tap Click or
here to enter tap here
text. to enter
text.

Closing 3,300 4900 6500 8100 9700 11300

Balance
Click or tap
here to enter
text.

9. The Competition

9.1. Table of Competitors

Competitor Locatio Business Product / Price of Strengths of Weaknesses

Company Name n Size Service compara the of
offered ble competitor competitor
product /
service

Small Pizza 5€ Popularity Staticity of

La Casa della Ariano the service
Pizza Irpino

Ariano Small Pizza 6.50€ Popularity Staticity of

La Pignata Irpino the service

Pizzeria Ariano Small Pizza 5.50€ Popularity Staticity of

Pulcinella Irpino the service

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 Pizzeria Marilyn Ariano medium Pizza 6€ Popularity Staticity of
Irpino the service

10. Marketing mix (4Ps)

Product Price
What is your selling price?
Give a brief summary of your product
Up to 10€
We sell High-quality product, made with local
ingredients Why have you chosen to sell at this price?

To make pizza accessible to everyone

Place Promotion
Where do you plan to sell your product? How will you market and promote your
business?

We’ll promote using business cards,

I will sell my products in Ariano Irpino and trough a well built website and a trusted
nearby cities customer base, not to mention with
social media.

11. Back-up plan

11.1 What do you plan to do if your business fails?

I’ll be really sad.

1. How will you afford your loan re-payments if the business fails?

Re-selling our business equipment

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 12. Total capital required (Loan request)

12.1 How much loan do you need?

We need a loan of 30000€ to start our business.

12.2 Why do you deserve to be given the loan?

For the desire to work, we believe in our product, we are young and top enhance for the
territory

13. Appendices

Include your questionnaire, charts and other relevant documents that will support your
application for a loan

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