THE VEGAN PATH

THE VEGAN PATH

BUSINESS PLAN

Prepared by:

Daniela La Rotta

10312 City Center Blvd,

Pembroke Pines, FL 33025

7863816371

https://theveganpath.weebly.com/

April 2021

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Table of Contents

I. Executive Summary .............................................................................. 3

Business Description ................................................................................................................................. 3
Management Team ............................................................................................................................... 3
Business Mission ................................................................................................................................... 5
New Service .......................................................................................................................................... 6
Funding Request ................................................................................................................................... 6

II. Business Summary ................................................................................ 6

Industry Overview ..................................................................................................................................... 7
Business Goals and Objectives .................................................................................................................. 7
Legal Issues................................................................................................................................................ 7

III. Marketing Summary ............................................................................ 7

Promotional Strategy ........................................................................................................................... 7
SWOT Analysis ..................................................................................................................................... 8
Services ............................................................................................................................................... 8

IV. Financial Plan ..................................................................................... 9

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I. EXECUTIVE SUMMARY

The Vegan Path (referred to from hereon in as the "Company") is intended to be established as a C-
corporation at 10312 City Center Blvd, Pembroke Pines, FL 33025 with the expectation of
rapid expansion in the hospitality industry. The Company solicits financial backing in order to be
able to introduce its new service (described below).

Business Description
The Company shall be formed as C-corporation under Florida state laws and headed by Daniela
La Rotta.

Management Team

The Company has assembled an experienced management team:

CFO- Carlos (Bureaucratic Leadership): is the senior executive responsible for managing the
financial actions of the company. The duties include tracking cash flow and financial planning as
well as analyzing the company's financial strengths and weaknesses and proposing corrective
actions. The CFO is responsible for managing the finance and accounting divisions and for
ensuring that the company's financial report is accurate and completed in the right time, in order
to avoid compliance problems.
A CFO job description include:

• Providing leadership, direction and management of the finance and accounting team
• Providing strategic recommendations to the CEO/president and members of the executive
management team
• Managing the processes for financial forecasting and budgets, and overseeing the
preparation of all financial reporting
• Advising on long-term business and financial planning
• Establishing and developing relations with senior management and external partners and
stakeholders
• Reviewing all formal finance, HR and IT related procedures

COO- Nicholas Chase (Strategic Leadership): The goal of the COO position is to secure the
functionality of business to drive extensive and sustainable growth, key member of the senior
management team, reporting only to the Chief Executive Officer (CEO).

• Design and implement business strategies, plans and procedures

• Set comprehensive goals for performance and growth
• Establish policies that promote company culture and vision

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• Oversee daily operations of the company and the work of executives (IT, Marketing,
Sales, Finance etc.)
• Lead employees to encourage maximum performance and dedication
• Evaluate performance by analyzing and interpreting data and metrics
• Write and submit reports to the CEO in all matters of importance
• Assist CEO in fundraising ventures
• Participate in expansion activities (investments, acquisitions, corporate alliances etc.)
• Manage relationships with partners/vendors

Human Resources Manager – Alejandra La Rotta (Coaching Style): Human resources

managers plan, direct, and coordinate the administrative functions of an organization. They
oversee the recruiting, interviewing, and hiring of new staff; consult with top executives on
strategic planning; and serve as a link between an organization’s management and its employees

• enhances the organization’s human resources by planning, implementing, and evaluating

employee relations and human resources policies, programs, and practices.
• Maintains the work structure by updating job requirements and job descriptions for all
positions.
• Supports organization staff by establishing a recruiting, testing, and interviewing
program; counseling managers on candidate selection; conducting and analyzing exit
interviews; and recommending changes.
• Prepares employees for assignments by establishing and conducting orientation and
training programs.
• Manages a pay plan by conducting periodic pay surveys; scheduling and conducting job
evaluations; preparing pay budgets; monitoring and scheduling individual pay actions;
and recommending, planning, and implementing pay structure revisions.
• Ensures planning, monitoring, and appraisal of employee work results by training
managers to coach and discipline employees; scheduling management conferences with
employees; hearing and resolving employee grievances; and counseling employees and
supervisors.
Marketing Director- Elizabeth Porras (Laisses-Faire Style): executive responsible for
making high-level decisions regarding advertisement campaigns.

• Review current marketing trends and advertisements to determine the effectiveness of

different styles and strategies.
• Analyze sales numbers in comparison to the marketing budget in order to find the profit
margin and which campaigns were most effective.

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• Research competitors to stay current with similar products or services on the market.
• Work with both the sales and marketing departments to develop successful strategies and
campaigns that attract new customers and keep current clients.
• Collaborate with other executives to make high-level decisions regarding the budget and
the direction of the company.
• Create and maintain a successful brand and image that attracts customers to the product
or service.
• Develop marketing strategies for new products or services that comply with current
company standard.

CTO- Bryan Cuba (Democratic Style): Chief Technology Officers oversee the company’s
science, engineering and or technology efforts. Duties and responsibilities include:

• Present reports on the company's technology status, goals and or progress

• Create and implement technology strategies
• Align the company's technology resources with the organization's short- and long-term
goals
• Serve on the executive committee to align technology goals to other departmental and
organizational objectives
• Identify what technologies can be used to improve the company's products and services
• Create and oversee high-level KPIs for IT department
• Assist in recruiting, onboarding and training IT managers
• Manage the department's budget

Business Mission
To support our local business to grow their clientele through our company, website, marketing
and diffusion by communicating and transmitting to our user’s quality, ethics, security, loyalty
and value to all the brands we are promoting.

New Service

The Company is prepared to introduce the following service to the market:

Hospitality: The Vegan Path is a company created to guide people like you that is looking for a
positive change in its life. Our purpose is to reduce our gas emission and foot carbon print; this is
why we only work with subsidiaries that follow our same ideals and that contribute to save the
world. Therefore, we want to show our customers the amazing places we offer, where they will
find the best vegan options, lodging, entertainment and transportation. Also, advice and

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understanding of why veganism is not only a great impact in your life but how this lifestyle
really makes a positive impact to the world.

Funding Request

The Company requests a total loan of $ 20, 000,000.00 over the course of 10 years, to be used
for the following purposes:

• Begin operations
• Acquire subsidiaries
• Equipment maintenance

Purpose Loan Amount

Marketing $ 750,000.00
Staffing $ 1,100,000.00

Long-term debt payment is a key feature of the Company's financial plan. We expect to break
even within a 3 years’ time period following the introduction of our service. Financial
predictions suggest a minimum 2.7% return on investment by the conclusion of the financing
period.

II. BUSINESS SUMMARY

Industry Overview
In the United States, the hospitality industry presently makes 1,000,000,000 dollars in sales.
Research shows that consumers in this industry primarily focus on the following factors when
making purchasing decisions: Our intention using social media is to attract young couples and
promote our values and services, we will also use social media to advertise events, promotions,
menus, new attractions, etc.
Our second team will focus on TV and radio advertisement, we gave them a budget of $75,000
to accomplish this task. Our advertisements will be mostly focused on families and our intention
is to have them on at least 3 times per day, during the prime times. Based on the compiled data,
TV reaches approximately 70% of a country's population a day, 90% in a week and nearly
everyone in a month. It is the unique combination of this reach together with the huge volume of
time spent watching TV that makes it such a powerful form of advertising.

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Business Goals and Objectives

Short Term:
- Increase our reputation in Florida
- Establish a customer base
- Build awareness to vegan and environmental culture
- Acquire 1 more subsidiary

Long Term:
- Offer our service around USA.
- Acquire 3 more subsidiaries
- Improve our profit margin by 20%

Legal Issues
The Company affirms that its promoters have acquired all legally required trademarks and
patents.

III. MARKETING SUMMARY

Target Markets

The Company's major target markets are the following:

• Middle Class Families
• Young Couples
• Young Adults

The estimated number of potential clients within the Company's geographic scope is 1,000,000.

Promotional Strategy

Objective
Target and attract a specific audience to show them our services. We will begin our promotion
campaign for each subsidiary 5 month in advance, and even when they are operating. Our
estimated budget for marketing is $100,000 for each subsidiary. This budget was made taking
into consideration all the areas. We will be focusing on social media, YouTube advertisements,
and websites. Our main targets are families, and young couples, therefore, we believe that social
media (Instagram, Facebook, twitter) and TV advertisements are our biggest weapons to attract
customers.

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Action Plan

Our marketing campaign will be directed and executed by The Vegan Path's marketing director
alongside her team of marketing experts. One team will focus on social media and develop
algorithms in order to target and attract our specific audience. They will also advertise on Google
and other search engines. According to some statistics, that The Vegan Path researched, each click
provides 2$ for the business and 1$ for Google. It reaches about 2 billion users and automatically
locates the ad of your business in websites related to your business.

Social media team will have a budget of $25,000 for each subsidiary. We estimated that is amount
is enough to cover all the social media platforms, Google ads and You Tube ads. Our intention
using social media is to attract young couples and promote our values and services, we will also
use social media to advertise events, promotions, menus, new attractions, etc. Also, with social
media, we want to work hand by hand with vegan influencers, to spread brand awareness and
attract new customers. Nowadays, influencers play a big role in social media branding and there
is nothing better that hear real opinion and experiences from people who specialized in branding.
We will invite the selected influencer group to meet our associates and have a fully experiences
from our brands, with a predetermined budget of 300$ for two people, which they are already
contemplate in the budget mentioned before. The frequency will be determined after the first visit
according to new launchings in the brands.

SWOT ANALYSIS

Strengths
- Environmental awareness
- Leadership team
- Eco friendly
- Commitment and dedication
- Focused on the quality of the product, services and the value to our guests
- Job Generator

Weaknesses
- Recognition in marketplace
- Specific target market
- Positioning
- People believes and traditions

Opportunities
- Social Media
- Commercial opportunities

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- Multiple revenues flows

- Communications methodologies

Threats
- Pandemic sanitary restrictions
- Slow economic growth
- Competition
- Lack of support

Services
First-rate service is intended to be the focus of the Company and a cornerstone of the brand's
success. All clients will receive conscientious, one-on-one, timely service in all capacities, be
they transactions, conflicts or complaints. This is expected to create a loyal brand following and
return business.

IV. FINANCIAL PLAN

Profit and Loss Projection

Monthly Expenses for Salaries $ 120,000.00

Revenue and Sales for the First Year $ 1,000,000.00
Gross Profit for the First Year $ 100,000.00