Business Plan

Ydellienne Heerenveen
SNEK N CHILL

Snek N Chill
Table of Content

1. Industry Overview

2. Executive Summary

3. Our Products and Services

4. Our Mission and Vision Statement

5. Job Roles and Responsibilities

6. SWOT Analysis

7. MARKET ANALYSIS

8. Our Target Market

9. SALES AND MARKETING STRATEGY

10. Sales Forecast

11. Publicity and Advertising Strategy

12. Our Pricing Strategy

13. Startup Expenditure (Budget)

14. Sustainability and Expansion Strategy

1. Industry Overview
Snack bars belong to the snacks and coffee shop industry and this industry is made up of
establishments that prepare or serve specialty snacks, alcoholic and nonalcoholic
beverages including ice cream, frozen yogurt, cookies, donuts, bagels, coffee, juices,
smoothies, beer, wine, wine coolers and sodas et al. Please note that purchases may be
consumed on site, taken to go, or delivered.
A close watch of happenings in this industry shows that the Snack Shops industry has been
sustained by increased consumer spending, which was driven by higher disposable income
and greater confidence in the economy.
Demand for snack shops has increased at a faster rate than most segments of the food
service sector as consumers increasingly seek convenience at an affordable price. Major
operators are expected to expand their menus in the nearest future to increase sales and
profit margins. This expansion includes more offerings of nontraditional, high-margin menu
items such as iced coffee drinks, breakfast items and wraps.
This industry relies heavily on labor because of the need for personal, face-to-face service
and labor input in all areas of operation including order taking, serving, food and beverage
preparation, acceptance of deliveries, cleaning, and management.
Further stated that the industry’s overall spend on labor is relatively low as most positions
within snack shops require little training or skills and can be undertaken by students or other
low-skilled workers.
The Snacks industry is a thriving sector of the economy of Curacao. In Curacao, the snacks
and coffee shops industry generate over Fl.14 million annually from more than 150
registered snacks and coffee shops scattered all around Curacao.
The industry is responsible for the employment of over 500 people.
The Snack industry has minimal barriers to entry, with low startup capital and specific
licensing requirements. On the other hand, the high level of competition and market
saturation in a declining industry can prove challenging to aspiring entrepreneurs who want
to start their own snack bar. Most players in the snack and coffee shop line of business are
small to medium sized establishments that cater to the local community.
The snack industry is a profitable industry, and it is open for any aspiring entrepreneur to
come in and establish his or her business; you can choose to start on a small scale in a
street corner like the average mom and pop business or you can choose to start on a large
scale with several outlets in key cities.

2. Executive Summary
Snek N Chill B.V. is a registered snack and coffee bar that will be located in the
neighborhood of Suffisant. We have been able to lease a facility along a major road that is
big enough to fit into the design of the kind of snack bar that we intend launching and the
facility is on the corner piece of Reggestraat.
Snek N Chill B.V. will be involved in preparing and serving specialty snacks and food, and
nonalcoholic and alcoholic beverages including ice cream, frozen yogurt, cookies, donuts,
bagels, coffee, juices, smoothies, beer, wine, wine coolers, and sodas et al.
We know that that there are several snack bars and related businesses all around Curacao
which is why we spent time and resources to conduct our feasibility studies and market
survey so as to offer much more than our competitors will be offering.
We are aware of the trend in the snack industry and we are not only going to operate a
system where our customers would have to come to our snack bar to make purchase and
eat or whatever they want, but we will also operate an online store where our customers
can place orders for our products online and they will get it delivered to their houses or any
location they want us to deliver the purchase to within the vicinity of 30km from the location
of the store.
Snek N Chill B.V. will always demonstrate her commitment to sustainability, both
individually and as a firm, by actively participating in our communities and integrating
sustainable business practices wherever possible. We will ensure that we hold ourselves
accountable to the highest standards by meeting our client’s needs precisely and
completely.
Our plan is to position the business to become one of the leading brands in the snack
industry and also to be amongst the top 20 snack bars in Curacao within our first 10 years
of operation.
This might look too tall a dream but we are optimistic that this will surely be realized
because we have done our research and feasibility studies and we are confident that
Suffisant is the right place to launch our snack bar.

Snek N Chill B.V. is a friend related business that is owned by Ydellienne Heerenveen,
Alincio Hooker and Tyron Jacobs.
Although the business is launching out with just one outlet in Curacao, there is a plan to
open other outlets in the future and in other areas in Curacao.
3. Our Products and Services
Snek N Chill B.V is in the industry to make profits and we will ensure we go all the way to
make available a wide variety of snacks and drinks to our clients. We are prepared to make
profits from the industry and we will do all that is permitted by the law in Curacao to achieve
our business goals and objectives.
Our product and service offerings are listed below;
 Snack foods (chips, chocolate/ candy, pastechi, loempia, johny cakes, etc.)
 Hot dogs
 Burgers
 Breakfast/ Sandiwches
 Warm Meals
 Grill
 Coffee/ tea
 Soft Drinks
 Juice
 Smoothies
 Beer, wine, and wine coolers

4. Our Mission and Vision Statement

 Our vision is to become one of the leading snack bar in Curacao.
 Our mission is to establish a snack bar that will make available a wide variety of
snacks and nonalcoholic and alcoholic drinks at affordable prices to the residents of
Suffissant and other cities in Curacao where we intend opening chains of snack
bars.
Our Business Structure
Our intention of starting a snack bar business is to build a standard snack bar in Curacao.
Although our snack bar might not be as big as others, we will ensure that we put the right
structure in place that will support the kind of growth that we have in mind while setting up
the business.
We will ensure that we hire people that are honest, customer centric and are ready to work
to help us build a prosperous business that will benefit all the stake holders.
As a matter of fact, profit-sharing arrangement will be made available to all our senior
management staff In the future and it will be based on their performance for a period of ten
years or more. In view of that, we have decided to hire qualified and competent hands to
occupy the following positions;
 Chief Executive Officer (Owner)
 Snack Manager
 Snack Makers
 Accountants/Cashiers
 Waiters/Waitress
 Van Drivers/Deliverers
 Cleaners
5. Job Roles and Responsibilities
Chief Executive Officer – CEO (Owner):
 Increases management’s effectiveness by recruiting, selecting, orienting, training,
coaching, counseling, and disciplining managers; communicating values, strategies,
and objectives; assigning accountabilities; planning, monitoring, and appraising job
results; developing incentives; developing a climate for offering information and
opinions
 Makes, communicates, and implements the organization’s vision, mission, and
overall direction – i.e. leading the development and implementation of the overall
organization’s strategy
 Fixes prices and signs business deals
 Responsible for providing direction for the business
 Evaluates the success of the organization

Snack Manager
 Responsible for overseeing the smooth running of HR and administrative tasks for
the organization
 Maintains office supplies by checking stocks; placing and expediting orders;
evaluating new products.
  Ensures operation of equipment by completing preventive maintenance
requirements; calling for repairs
 Defines job positions for recruitment and managing interviewing process
 Carries out induction for new team members
 Responsible for training, evaluation and assessment of employees
 Responsible for arranging travel, meetings and appointments
 Oversees the smooth running of the daily office activities.
 Responsible for managing the daily activities in the snack bar (kitchen inclusive)
 Ensures that the bar facility is in tip top shape and conducive enough to welcome
customers
 Reports to the Chief Executive Officer
 Attends to Customers complains and enquiries
Snack Makers
 Makes snacks such as potato and corn chips, pastechi, ohnny Cakes, Crocket, and
other similar snacks as supervised by the kitchen supervisor
 Responsible for carrying out all casual or unskilled jobs in the bar and kitchen
 Responsible for packaging snacks meant for delivery
 Handles any other duty as assigned by the snack bar manager
Accountant/Cashier:
 Responsible for preparing financial reports, budgets, and financial statements for the
organization
 Provides managements with financial analyses, development budgets, and
accounting reports; analyzes financial feasibility for the most complex proposed
projects; conducts market research to forecast trends and business conditions.
 Responsible for financial forecasting and risks analysis.
 Performs cash management, general ledger accounting, and financial reporting
 Responsible for developing and managing financial systems and policies
 Responsible for administering payrolls
 Ensures compliance with taxation legislation
 Handles all financial transactions for the organization
 Serves as internal auditor for the organization
Waiters/Waitress:
 Promptly attends to customers in a friendly and professional manner
  Ensures that unoccupied tables are always set and ready for customers
 Pulls out chairs for customers as they arrive
 Handles any other duty as assigned by the bar manager
Van Drivers:
 Delivers customer’s orders promptly
 Delivers correspondence for the restaurant
 Runs errands for the organization
 Any other duty as assigned by the manager
Cleaners:
 Responsible for cleaning the bar facility at all times
 Ensures that toiletries and supplies don’t run out of stock
 Handles any other duty as assigned by the bar manager

6. SWOT Analysis
Our plan of starting with just one outlet of our snack bar in Curacao is to test run the
business for a period of 3 to 5 years to know if we will invest more money, expand the
business and then open other outlets.
We are quite aware that there are several snack bars and similar businesses all over
Curacao and even in the same location where we intend locating ours, which is why we are
following the due process of establishing a business.
We know that if proper SWOT analysis is conducted for our business, we will be able to
position our business to maximize our strength, leverage on the opportunities that will be
available to us, mitigate our risks and be equipped to confront our threats.
Snek N Chill B.V. employed the services of an expert Business Analyst with bias in the
restaurant and fast-food line of business to help us conduct a SWOT analysis and to help
us create a Business model that will help us achieve our business goals.
This is the summary of the SWOT analysis that was conducted for Snek N Chill B.V.
 Strength:
Our location, the business model we will be operating, varieties of payment options, wide
varieties of snacks and alcoholic and nonalcoholic drinks and our excellent customer
service culture will definitely count as a strong strength for Snek N Chill B.V. So also, we
have a management team that has what it takes to grow a new business to profitability
within a record time.
  Weakness:
A major weakness that may count against us is the fact that we are a new snack bar, and
we don’t have the financial capacity to compete bigger established snack shops et al.
 Opportunities:
The fact that we are going to be operating our snack bar in Suffisant where there is not a lot
of competition, provides us with unlimited opportunities to sell our products to a large
number of people. We have been able to conduct thorough feasibility studies and market
survey and we know what our potential clients will be looking for when they visit our snack
bar; we are well positioned to take on the opportunities that will come our way.
 Threat:
Just like any other business, one of the major threats that we are likely going to face is
economic downturn. It is a fact that economic downturn affects purchasing / spending
power. Another threat that may likely confront us is the arrival of a new snack bar or fast-
food restaurant in the same location where ours is located.

7. MARKET ANALYSIS
 Market Trends
One of the obvious trends in the snack industry is that the industry has experienced a boost
by rebounds in consumer spending and retailers have expanded the number of low-calorie
options due to rising health consciousness. The industry’s high level of competition is
expected to intensify in the coming years.
In this era when the online community is growing rapidly, you would do your snack bar
business a whole lot of favor if you create your own online presence. One of the easiest
ways to get people to see you as an expert in your line of business is to blog constantly
about snacks.
You may also want to leverage on social media platforms like Instagram, Facebook, and
Twitter, and others to publicize your snack bar. You can as well go ahead to open an online
snack bar where people can place orders from your shop. You must ensure that your
delivery system is efficient if you intend to do well with your online sandwich shop.
So also, snack bars have created new menu options that capitalize on the trend of
increasing awareness for the health risks associated with high – fat diets. The industry has
also thrived by developing products at price points attractive enough to weather the slow
economic recovery, resulting in strong revenue growth.

8. Our Target Market

We have positioned our snack bar to service the residents of Suffisant and every other
location. We have conducted our market research and we have ideas of what our target
market would be expecting from us.
We are in business to retail wide varieties of snacks and alcoholic and nonalcoholic drinks
to the following groups of people.
 Event Planners
 Vegetarians
 Corporate Organizations
 Households
 Schools
 Corporate Executives
 Business People
 Sports Men and Women
 Students
 Tourists

Our competitive advantage
A close study of the snack industry reveals that the market has become much more
intensely competitive over the last decade. As a matter of fact, you have to be highly
creative, customer centric and proactive if you must survive in this industry. We are aware
of the competition and we are prepared to compete favorably with other snack bars in
Curacao.
Snek N Chill B.V. is launching a standard snack bar that will indeed become the preferred
choice of residents of Suffissant. Our snack bar is located in a corner piece property on a
busy road. We have enough parking space that can accommodate over 6 cars per time.
One thing is certain, we will ensure that we have varieties of snacks and alcoholic and
nonalcoholic drinks available at our bar at all times. It will be difficult for customers to visit
our snack bar and not make a purchase. One of our business goal is to make Snek N Chill
B.V. a one stop snack shop. Our excellent customer service culture, online store, various
payment options and highly secured facility will serve as a competitive advantage for us.
Lastly, our employees will be well taken care of, and their welfare package will be among
the best within our category in the snack industry, meaning that they will be more than
willing to build the business with us and help deliver our set goals and achieve all our aims
and objectives. We will also give good working conditions and commissions to freelance
sales agents that we will recruit from time to time.
9. SALES AND MARKETING STRATEGY
 Sources of Income
Snek N Chill B.V. is in business to retail a wide variety of snacks and alcoholic and
nonalcoholic drinks to the residents of Suffissant and vicinity. We are in the snack industry
to maximize profits and we are going to go all the way out to ensure that we achieve or
business goals and objectives.
In essence, our source of income will be the retailing of the following products at affordable
prices;
 Snack foods (chips, chocolate/ candy, pastechi, loempia, johny cakes, etc.)
 Hot dogs
 Burgers
 Breakfast/ Sandiwches
 Warm Meals
 Grill
 Coffee/ tea
 Soft Drinks
 Juice
 Smoothies
 Beer, wine, and wine coolers

10. Sales Forecast

One thing is certain when it comes to snack and coffee business, if your bar is centrally
positioned, you will always attract customers cum sales and that will sure translate to
increase in revenue generation for the business.
We are well positioned to take on the available market in Suffissant and we are quite
optimistic that we will meet our set target of generating enough income/profits from our first
six months of operation and grow the business and our clientele base.
We have been able to critically examine the snack and coffee shops industry, we have
analyzed our chances in the industry, and we have been able to come up with the following
sales forecast. The sales projections are based on information gathered on the field and
some assumptions that are peculiar to startups in Curacao.
 First Fiscal Year: Fl.120,000 (Estimated Fl.10,000.00 per month)
 Second Fiscal Year: Fl.250,000 (Estimated Fl. 20,833.00 per month)
 Third Fiscal Year: Fl.300,000 (Estimated Fl. 25,000.00 per month)
N.B: This projection was done based on what is obtainable in the industry and with the
assumption that there won’t be any major economic meltdown and there won’t be any major
competitor offering same products as we do within the same location. Please note that the
above projection might be lower and at the same time it might be higher.

 Marketing Strategy and Sales Strategy

Before choosing a location for Snek N Chill, we conduct a thorough market survey and
feasibility studies in order for us to penetrate the available market and become the preferred
choice for residents of Suffissant. We have detailed information and data that we were able
to utilize to structure our business to attract the number of customers we want to attract per
time.
We hired experts who have a good understanding of the snack shops industry to help us
develop marketing strategies that will help us achieve our business goal of winning a large
percentage of the available market in Montgomery – Alabama.
In summary, Snek N Chill B.V. will adopt the following sales and marketing approach to win
customers over;
 Open our snack bar in a grand style with a party for all.
 Introduce our snack bar business by sending introductory letters alongside our
brochure to corporate organizations, schools, event planners, households and key
stake holders in Curacao
 Ensure that we make wide varieties of snacks, coffee and alcoholic and nonalcoholic
drinks in our bar at all times.
 Make use of attractive hand bills to create awareness and also to give direction to
our snack bar
 Position our signage/flexi banners at strategic places all around Suffissant
 Position our greeters to welcome and direct potential customers
 Create a loyalty plan that will enable us reward our regular customers
 Engage on roadshows within our neighborhood to create awareness for our snack
bar.

11. Publicity and Advertising Strategy

Despite the fact that our snack bar is well located, we will still go ahead to intensify publicity
for the business. We are going to explore all available means to promote Snek N Chill B.V.
Snek N Chill B.V has a long – term plan of opening chains of snack bars in various
locations which is why we will deliberately build our brand to be well accepted in Suffisant
before venturing out.
As a matter of fact, our publicity and advertising strategy is not solely for winning customers
over but to effectively communicate our brand. Here are the platforms we intend leveraging
on to promote and advertise Snek N Chill B.V.;
 Place adverts on community-based newspapers, radio and TV stations
 Encourage the use of word-of-mouth publicity from our loyal customers
 Leverage on the internet and social media platforms like YouTube, Instagram,
Facebook, Twitter, LinkedIn, Snapchat, Google+ and other platforms to promote our
business.
 Ensure that our we position our banners and billboards in strategic positions all
around Suffisant
 Distribute our fliers and handbills in target areas in and around our neighborhood
 Promote Snek N Chill B.V. business in our official website and employ strategies that
will help us pull traffic to the site
 Brand all our official cars and delivery vans and ensure that all our staff members
and management staff wear our branded shirt or cap at regular intervals.

12. Our Pricing Strategy

Pricing is one of the key factors that give leverage to snack shops; it is normal for
consumers to go to places where they can order snacks, coffee and soft drinks at cheaper
prices which is why big players in the industry will continue to attract loads of consumers.
We know we don’t have the capacity to compete with well – established snack and coffee
shops, but we will ensure that the prices of all the products that are available in our snack
bar are competitive with what is obtainable amongst snack bar and related businesses
within our level.

 Payment Options
The payment policy adopted by Snek N Chill B.V is all inclusive because we are quite
aware that different customers prefer different payment options as it suits them but at the
same time, we will ensure that we abide by the financial rules and regulation of Curacao.
Here are the payment options that Snek N Chill will make available to her clients;
 Payment with cash
 Payment via credit cards/Point of Sale Machines (POS Machines)
 Payment via online bank transfer
 Payment via mobile money transfer
 Payment via Bitcoin
In view of the above, we have chosen banking platforms that will enable our client make
payment for snacks and nonalcoholic drinks purchase without any stress on their part. Our
bank account numbers will be made available on our website and promotional materials to
clients who may want to deposit cash or make online transfer for the purchase of our
products.

13. Startup Expenditure (Budget)

In setting up any business, the amount or cost will depend on the approach and scale you
want to undertake. If you intend to go big by renting a place, then you would need a good
amount of capital as you would need to ensure that your employees are well taken care of,
and that your facility is conducive enough for workers to be creative and productive.
The tools and equipment that will be used are nearly the same cost everywhere, and any
difference in prices would be minimal and can be overlooked. As for the detailed cost
analysis for starting a snack bar business; it might differ in other countries due to the value
of their money. These are the key areas where we will spend our startup capital;
 The total fee for registering the business in Curacao – 
 Legal expenses for obtaining licenses and permits as well as the accounting services
(software, P.O.S machines and other software) – 
 Marketing promotion expenses for the grand opening of Snek N Chill B.V as well as
flyer printing
 The cost for hiring Business Consultant
 The cost for insurance (general liability, workers’ compensation and property
casualty) coverage at a total premium
 The cost for payment of rent for 2 months
 The cost for construction of a standard snack bar and kitchen
 Other start-up expenses including stationery and phone and utility deposits
 Operational cost for the first 3 months (salaries of employees, payments of bills et al)
 The cost for start-up inventory (supply of coffee, sodas, bottled water, flours, sugar,
butter and other snacks making ingredients and packaging materials
 Storage hardware (bins, rack, shelves, food case)
 The cost for counter area equipment (counter top, sink, ice machine, etc.) – 
 The cost for store equipment (cash register, security, ventilation, signage) –
 The cost for the purchase of furniture and gadgets (Computers, Printers, Telephone,
TVs, Sound System, tables and chairs et al)
 The cost of launching a website
 Miscellaneous
  Attached Appendix A- Start Up expense
Generating Startup Capital for Snek N Chill B.V.
Snek N Chill B.V. is a private business that is solely owned and financed by Ydellienne
Heerenveen, Alincio Hooker and Tyron Jacobs. They do not intend to welcome any external
business partners which is why he has decided to restrict the sourcing of the startup capital
to 2 major sources.
These are the areas we intend generating our startup capital;
 Generate part of the startup capital from personal savings
 Source for soft loans from family members and friends

14. Sustainability and Expansion Strategy

The future of a business lies in the number of loyal customers that they have, the capacity
and competence of their employees, their investment strategy and business structure. If all
of these factors are missing from a business, then it won’t be too long before the business
closes shop.
One of our major goals of starting Snek N Chill is to build a business that will survive off its
own cash flow without the need for injecting finance from external sources once the
business is officially running. We know that one of the ways of gaining approval and winning
customers over is to retail our products a little bit cheaper than what is obtainable in the
market and we are well prepared to survive on lower profit margin for a while.
Snek N Chill B.V will make sure that the right foundation, structures and processes are put
in place to ensure that our staff welfare are well taken of. Our company’s corporate culture
is designed to drive our business to greater heights and training and re training of our
workforce is at the top burner.
We know that if that is put in place, we will be able to successfully hire and retain the best
hands we can get in the industry; they will be more committed to help us build the business
of our dreams.
Check List/Milestone
 Business Name Availability Check: Completed
 Business Registration: Completed
 Opening of Corporate Bank Accounts: Pending
 Securing Point of Sales (POS) Machines: Completed
 Opening Mobile Money Accounts: Pending
 Opening Online Payment Platforms: Pending
 Application and Obtaining Tax Payer’s ID: Completed
 Application for business license and permit: Completed
 Purchase of Insurance for the Business: Pending
 Leasing of facility and remodeling the facility to fit into a standard snack bar: In
Progress
 Conducting Feasibility Studies: Completed
 Generating capital from family members: Completed
 Writing of Business Plan: Completed
 Drafting of Employee’s Handbook: Completed
 Drafting of Contract Documents and other relevant Legal Documents: Completed
 Design of The Company’s Logo: Completed
 Printing of Packaging and Promotional Materials: In Progress
 Recruitment of employees: Completed
 Purchase of the needed furniture, racks, shelves, computers, electronic appliances,
office appliances and CCTV: Completed
 Creating Official Website for the Company: In Progress
 Creating Awareness for the business both online and around the community: In
Progress
 Opening party/launching party planning: In Progress
 Compilation of the products that will be available in our shop: Completed
 Establishing business relationship with vendors – suppliers: In Progress