Start-up business plan

Aroma della vita I.N.C.

Ene Maria We give the AROMA

Dumitru Jennifer to your VITA!
608B
 Summary
 Everything started in the summer of
2019 when our love for sweets and
the desire for fun merged into a
business idea, and today we present
the concept of AROMA DELLA VITA

 Thus, our company has created a bar

in the office of the sweet shop, where
the special parties, games and
karaoke are never missing!
 Company focal points
 Name of the business: Aroma Della Vita
 Location: Bucharest, Sector 1, Bld. Dacia, 34
 CAEN codes:
– 4427 Retail trade in pastry and sugar
confectionery
– 5630 Bars and other beverage serving activities
– 932 Other entertainment and leisure activities
 Slogan: We give the AROMA to your VITA!
 Logo:
 The organizational structure

Our company has a number of 16 employees

assigned to the various compartments
subordinated to the directors, for their part
subordinated to the general manager.
 Mission and vision of the
company
 We want to launch a new restaurant
concept on the market, all-embracing
both the pleasure and intimacy of a
day-time sweet shop and the
entertainment of a bar at night.
 Company values

 Devotion
 Respect
 Development
 Respect to the customer
 Excellance
 Honesty
 Integrity
 Professionalism
 Strategic goals
 Development and diversification of the services offered
 Continuous training of the company's employees
 Customer orientation – understanding immediate and
future requirements
 Implementation the most effective ways to fulfil customer
needs
 Description of the product/service
provided

The main products offered by our company are bakery and pastries products:
•Sweets (Tiramisu, Tarts, Mouss, etc.)
•Pastries (pastry with cheese, mushrooms, meat, apple, sweet cheese, etc.)
•Cakes (For anniversaries, weddings, baptism, Christmas, Halloween, Easter
theme cakes etc.)
•At the bar you can serve refreshments (Pepsi, Lipton, limonades, etc.), coffee
( Espresso, Cappuccino, frappe etc. ) as well as alcoholic beverages (Martini, Gin,
Vodka).
•Also inside the building you can play billiard and bowling and you can hold
various events with packages offered by us ( packages for 15, 25 people with cakes
and drinks, as well as bowling or billiard packages for 2, 4 or 8 people).
 Target audience
 We address to all age segments;
 We expand the market segment by promoting products
and services, quality and attractive features
 Target audience
 Although we address all
age segments, the target
customers we want to
achieve is the 18-40-year
segment
 This segment is mainly
drawn to our
nonconformist, fun
parties
 PEST analysis

• The biggest threat comes from a political point of view because there will
always be regulations on consumer protection, which makes our work difficult
because everything must be thought out in detail and analyzed so that we do
not violate these regulations. Hidden political threats of general interest to
society such as reducing environmental pollution and preserving resources
can also arise.
• From an economic point of view, there is a higher degree because we are
exposed to certain risks due to the period of crisis in which our country is
located and other factors such as: the high price of natural ingredients and new
technologies that are often expensive but require a permanent adaptation to
everything that is new in the field in order to keep us in a good position on the
market.
 PEST analysis
• On the social chapter there is a medium danger level because we rely on
bilateral communication between Aroma Della Vita and customers, which gives us
social stability.

• The society is the least technologically threatened because all the equipment we
have purchased is new and performance. Without state-of-the-art devices we
would not be able to transform and restore our customers' ideas to the best of our
potential.
 The main competitors
• Competition can be regarded as quite high in this area of the marketing of confectionery
and pastries.Although there is competition in the field, the firm has managed to
differentiate itself from its competitors in terms of the quality and prices it can provide,
by offering customers superior products.

• In a growing market, Aroma della Vita has trained human resources, leading to a high
quality of the products and services offered, and a high quality satisfaction of the
customer's requirements.

The main competitors are:

 Cassandra bakery
 Sweet Moments bakery
 Lori bakery
 Oxygen club
 The SWOT analysis of the
company
Strenghts Weaknesses

 The price-value relation over-unit;  Short-term activity on the market;

 Team’s professionalism;  Poor image in the market;
 Originality in package development;  Lack of business experience 
 The existence of continuous  

improvement of products and  

services. 

Opportunities Threats
o The fast growth of the market for  Competition;
pastry and bakery;  Economic instability.
o The conquest of new market segments;
o Variability of the range of products
and services.
 SWOT analysis of the main
competitor, Cassandra bakery
Strenghts Weaknesses

 Large range of products  Reduced financial resources

 Existence of a website  Lack of business experience
 Promotions and discounts  High price
 Convenient location

Opportunities Threats

o Quick market growth  Unstable fiscal environment

o Reduced number of confectioners with  Lack of skilled employment 
products bio  
o Participation in fairs and exhibitions
 Marketing strategy
Our company will benefit from continuous and sustained marketing
promotion by:
 promotional material;
 Media – advertisements in newspapers, radio, television
 Web page
 participation in fairs and exhibitions.

Our prices are affordable and promotional packages have profitable

discounts. Our company also offers discounts and promotional vouchers
for a long period of time. We also provide our customers with a fidelity
card that can accumulate points and participate in various events
organized by Aroma della Vita
 Marketing strategy
 “Cake on a bike” is our
new delivery system at
the address requested by
the customer.
 The program is designed
to deliver products more
efficiently to customers
in a friendly
environmentally way.
Forecast selling
The structure of the investment
Nr. Crt. Elements Unit price Total value

1. Elements for party 10.000 lei 10.000 lei

decoration

2. Elements for the 8.000 lei 24.000 lei

presentation of
products (3
packages)
3. Technical elements 12.000 lei 12.000 lei

4. Auxiliaries(office) 3.000 lei 3.000 lei

TOTAL 49.000 LEI

 Expense structure
 
Expense categories
Electrical installation 2.000
Interior design 7.000
Storage space 2.800
Employed changing rooms 350
Reception and serving rooms 7.500
Service inventory 240
Storage room (with shelves) 200
Offices 1.000
Employees (x15) 31.500
52.590 lei
TOTAL
 Risks and counteracts
 RISKS
• Lack of customer confidence in purchasing products or services.
• Increase the number of firms with the same activity object.
 COUNTERACTS
• Improve image through the provision of quality services.
• Keeping value for money as high as possible and adapting the
company to the customer's needs.
 Development potential
• The market for which the company’s products are
addressed is characterized by a constant, growing demand,
with an emphasis on quality and delivery timeliness.
Although at present the target group from a customer
point of view is represented by regional clients, the firm is
aiming to open up new markets.
• The purchase of new equipment will enable the firm to
respond in a prompt manner to customers' requests, both
in terms of delivery and quality.
Aroma della vita
Is thanking
you for your
attention!