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On this site you will find a completely researched and intact business plan sample. It
is only a guide and we make no claims as to the accuracy of the numbers or
exactness. This is merely to offer you a starting point for your business planning and
to help you get the ball rolling. Weve also included additional articles to assist in
rounding out your knowledge about starting a liquor store.
Liquor
Executive Summary
General Company Description
Products and Services
Marketing Plan
Operational Plan
Management and Organization
Personal Financial Statements
Startup Expenses and Capitalization
Financial Plan
Research & Bibliography
Liquor Store Business Articles
Bronson's Liquor Emporium
I. Executive Summary
The name of the proposed company is Bronson's Liquor Emporium and it is the
concept of Dane Bronson.
Mr. Bronson has been a past user of liquor sales and supply services and found this
industry to be highly attractive and promising in terms of future growth and
expansion. The liquor sales industry is a multi-billion dollar industry globally and
was responsible for global sales of more than $945 billion during the last year alone.
Mr. Bronson is intent on hiring a manager with specific industry experience and he
will act as President and as a working director in charge of marketing, strategy, and
supplier relationships. Mr. Bronson is contributing $50,000 of his own funds towards
the venture and is seeking a small business loan of $75,000 in order to adequately
fund his startup venture.
Mr. Bronson Has been interested in the liquor sales industry for many years and just
recently acquired the capital necessary to support a business startup.
location. However, a location has been found that is suitable for this business and a
5-year lease is presently under negotiation.
The location is in one of Lenexa, Kansas suburbs in an area with a high level of
middle to high income workers.
Bronson's will offer standard liquor sales and services as well as eventually moving
into cigars and cigar related products such as lighters, cutters, and humidors.
The official North American Industry Classification System code for the liquor store
business is 445310 and is described as an industry that is primarily engaged in
activities such as selling packaged alcoholic beverages.
As such, the liquor sales industry falls within the alcohol products sales industry and
subject to the laws and regulations that govern that industry.
Mr. Bronson recently inherited a sum of money and that money, combined with a
small business loan, will provide the necessary capital to start Bronson's Liquor
Emporium.
Having found himself in need of competent liquor sales and supply services at times
during his own personal life, Mr. Bronson developed the desire to open a liquor store
that would allow the liquor store consumer to have his or her choice of a wide
selection of beer and alcohol in a timely and convenient manner.
Additionally, considering how difficult it can be to find the time to shopping for
liquor products and the constant need of more convenient locations Mr. Bronson felt
that the liquor sales industry was a growth industry considering the Census Bureau
currently lists some 29,000 liquor store establishments with more than 130,000
employees nationwide.
Thus, the business concept came about and it will be operated in a manner in which
the liquor store consumers are held in the highest esteem and a full range of related
services will be offered to them so that they will not suffer the negative impact of
not having a traditional liquor store located in a convenient location.
Once the property lease is secured, the business plan complete, and the small
business loan secured, planning for operations can begin in earnest. Additionally,
Mr. Bronson is currently seeking management expertise with liquor sales industry
experience to assist him with Bronson's operations and specifically management
issues.
Mr. Bronson mission statement is composed to ensure that Bronson's employees all
understand the business priorities:
All liquor store consumers will be served as if Bronson's were the last place a liquor
store consumer will visit and no liquor store consumer will leave the premises
feeling as if they have not been taken care of.
However, Bronson's will adhere to a policy of less is best in this regard although the
list of its products and services will be enough to support the community for most of
its liquor store supplies requirements that are needed on a regular basis.
While there are other potential services that might be integrated into the business
operations such as cigar sales, Bronson's will initially refrain from expanding into
these and other services in order to limit expenses as well as to conserve resources.
While the nature of the liquor sales industry as well as the overall liquor store
supplies industry requires certain resource commitments that might prevent the
most personalized service possible, Bronson's employees will strive to ensure that
all liquor store consumers are greeted in a pleasant manner.
The company will also ensure that its consumers have their needs met to the fullest
extent, and thanked personally with eye contact for their patronage.
Nationally, the character of the alcoholic beverage industry is somewhat similar but
not without its peculiarities.
Additionally, as the following graphic details, the largest producer and seller of
alcohol products is Anheiser-Busch inBev.
Most critically, the other category, which amounts to 32.6% of the market, leaves
substantial room for independent producers and sellers of alcoholic beverages
within which to market and sell these and other producers products.
40,238
34,034
However, Lenexa sits in close proximity to Kansas City which itself has a much
larger population. Additionally, the location being selected sits adjacent to a major
freeway making it readily accessible to potentially many more liquor store
consumers.
Lenexa is also a fairly wealthy area compared to national averages with a per capita
income of about $30 compared to the national average of $21,000 but it has
significant population of middle-income families as well that are underserved
because of Lenexas perceived economic status in the area.
Bronson's location will sit abreast of several of these middle and high income areas
as the following map illustrates:
The selected location is near 87th and I-435 which is nearest to the low-income area
as indicated by the legend below:
Reach 100 new liquor store consumers a month for the first 12 months
Develop a word-of-mouth reputation
Achieve first year revenues of $2,364,839
4.2 Products/ServicesBack To Top
Bronson's initial products and services will be limited in scope in order to allow
ownership and management to establish a local market and reputation by focusing
on operations and sales. The initial products and services offered will be:
By moving into these expanded areas and geographic regions Bronson's ensures
that it will be the liquor sales and supply center of choice for an even larger
percentage of the local Lenexa population.
The following table outlines the graduated average prices that Bronson's will charge
for its liquor sales and products:
Bronsons Spirits Average Price Bronsons Beer Average Price (per 6 pack)
Bronsons Cigarettes Average Price
Bronsons Wine Average Price (per
bottle)
Bronsons Mixer Average Price (per bottle)
$12
$8
$4.20 $8
The company will have an integrated promotion strategy that begins with a grand
opening and extends through local advertising.
However, marketing expense will be gradually lowered over the course of the first
12 months as word-of-mouth is established in the community. The initial marketing
and promotion strategy is as follows:
A Grand Opening Week: Grand opening will consist of 10% off all liquor sales and
services for all Bronson's products with advertising placed in the local paper for 1
week before grand opening and during grand opening week
Monthly specials printed in the local paper that offer a 15% reduction in liquor store
products upon redemption
A monthly radio spot featuring Bronson's service with convenience sales slogan
4.2.3 Distribution/Placement StrategyBack To Top
Bronson's is a single location liquor store competitor. Bronson's will operate from
1482 Bourgade St & 87th St in Lenexa, Kansas. Bronson's depends primarily on
walk-in and drive-by traffic and its services are delivered in a personal manner.
RIMANN Liquors
Bronson's
Ensminger Retail
Weight
RatingWt. Score
RatingWt. Score
Management
.60
.40
.80
Reputation/Branding
.15
.30
.30
Financial Position
.15
.30
.30
.60
Services
.20
.20
.1
.20
.15
.10
Locations/Size
.05
.10
.20
.20
Market Focus
.20
.80
.80
.80
.05
.20
.45
Rating
Fees
.15
Total 1.00
.30
2.80
.15
2.50
.30
3.354.4 SWOT AnalysisBack To Top
Strengths: Bronson's primary strength is its insistence on offering the liquor store
consumer convenience. Within the target population this is a valuable service
feature for which people will return.
Another strength for the business is Bronson's willingness to make its pricing
structure more transparent. While it must charge more for certain products this is
in-line with industry practice to offset the rising costs associated with state
licensure.
Weaknesses:
Opportunities:
The liquor sales industry is a growth industry. Bronson's can count on a growing
liquor store consumer base. Additionally, research indicates that many people with
liquor and alcohol product needs choose a liquor store location because of its
community based location and convenience.
Threats:
Strengths
Liquor store service w/convenience
Professional management
Transparent pricing structure
Plans for expanded locations
Opportunities
Expanding market growth
Undifferentiated rival services
Consumer demand
New consumers from the youth market
Weaknesses
Lack of brand recognition
Lack of market experience
Dependence on industry regulators
Threats
Sustained price competition
Industry regulation
Competitor entry into the local market
4.5 TOWS Strategy DevelopmentBack To Top TOWS Matrix
External Opportunities
External Threats
The tows matrix indicates that Bronson's has several strategic options available to
it. Because the nature of the industry is evolving so rapidly, Bronson's ownerships
lack of industry experience is somewhat mitigated because the industry itself is
making much of its past attributes meaningless. Additionally, this lack of industry
experience is also mitigated by the rapidly evolving character of the liquor sales and
supply services being offered by these liquor store competitors such as grocery
stores and similar.
However, it is facing some developing retail sales trends such as the sales of alcohol
and related products in supermarkets and groceries nationwide.
Obviously, this trend, which is beyond the liquor sales industrys control, would
directly impact Bronson's revenues in the long-term.
Therefore, these and other developments provide the rationale for Bronson's longterm plan to expand its range of products beyond strictly liquor sales and services
and into related sales such as cigars and cigar smoking supplies.
V. Operational Plan
All services and products are to be offered only at the single, selected location
initially. Employee training and development as well as liquor store customer service
will occur within this lone facility.
Employees will receive liquor sales and supply as well as management training and
will become certified in liquor store customer service delivery and management.
Deposits to the bank will be made twice daily with scheduled pickups by a local
armed guard delivery service.
Cash on hand will be limited to daily need and cash needed for daily operations will
be picked up in the morning prior to opening.
such a case, Bronson's will adhere to several strategies that will allow it to liquidate
its business in some fashion that best suits the particular circumstances:
Manager: a manager will retained who has specific liquor sales industry experience
to oversee daily operations.
Lead Cashier: an employee will be hired and selected to act as lead service
representative and to assist the Manager in daily operations.
Manager: the Manager will handle all daily operations. This includes hiring, firing,
and training of staff. This also includes scheduling and ensuring compliance with all
regulatory compliance issues relating to the sales of alcohol products.
Lead Service Representative: the Lead Cashier will act as a liaison between staff and
management as well as work shifts when the manager is not on duty. This individual
will monitor and schedule employee breaks and handle liquor store service issues
when they need to be escalated.
Manager: the Manager will draw a salary of $30,000 annually plus 2% of net for the
first 2 years and $35,000 annually plus 2% of net starting year 3.
Lead Cashier: this individual will draw a salary of $25,000 plus 1% of net and
$27,500 plus 1% of net beginning in year 3.
Name Name
Residence Address Residence Address
City, State, Zip
Position or Occupation
Position or Occupation
Business Name
Business Name
Business Address
Business Address
Liabilities
In Dollars
Due to brokers
Real
Loans receivable
Real estate owned for investment purposes mortgages
payable - see Schedule D
Automobiles and other personal property
Cash value life insurance - see Schedule E
Other assets - Itemized
Total Liabilities
Total Assets
Personal
Dividends
Net real estate income
describe
Other income (Alimony, child support, or separate maintenance Income need not be
revealed if you do not wish to have it considered as a basis for repaying this
obligation)
Obligations to pay alimony child support or separate maintenance payments? If so,
describe
Are any assets pledged other than as described on schedules? If so, describe
Total $
Contingent Liabilities
Do you have any contingent liabilities? If so, describe
through (date) ______________________
Amount of contested income tax liens $7.2 Details of Personal Financial Statement:
Marketable Securities
Number of Shares & Face Value Description In Name Of Are These Pledged
Market Value
Non-Marketable Securities
Number of Shares & Face Value Description In Name Of Are These Pledged
Source ValueValue
Owner of Policy
Benificiary
Face AmountPolicy
Secured or Unsecured
Cost
$27,700.00
$2,000.00
$2,000.00
Office Supplies
$250.00
Lease Supplies
$3.325.00
$1,400.00
$400.00
$2,300.00
$2,500.00
$800.00
Miscellaneous Expenses
$500.00
Working Capital
$5,200.00
Total $90,000.0
IX. Financial Plan
Cash Sales: Projected gross sales are based on the average of the monthly sales of
liquor store and related products at the single location for Bronson's.
Other Income: This income is provided through the sales of services and products
unrelated to alcohol such as cigarettes and related supplies.
Cost of Goods Sold: This figure is based on 35% of revenues which is the industry
corporate standard.
Payroll: This is based on one full-time owner and director, one full-time manager,
and six part and full-time liquor store cashiers according to the projected labor
schedule.
264,715
(00.00)
Year Two
Bronson's Liquor
Year Three
2,364,839
5,202,645
7,591,132
2,096,056
4,578,327
6,604,286
624,318
986,846
224,740
243,404
345,690
380,914
641,156
9142 76,184
Year
145,751
$34,901
$304,730
Balance Sheet
However, COGS (cost of goods sold) is relatively high because in the liquor sales
industry the total amount of revenue must account for the sum of the Bronson's
liquor sales and supply related revenues which is a relatively high sum.
This implies that breakeven will not be achieved until the 10th month of the first
year allowing for the final two operating months to account for the positive net
income reported for the period.
Research Bibliography
Alcoholic Drinks in the United States. (2009). Datamonitor, Industry Profile, 00722201.
Barnes, S. (2010). Wine-in-Supermarkets Proposal Offers Benefits for Liquor Stores.
Times Union, 01(21).
Beer, Wine, and Liquor Stores. (2010). Industry Statistics Sampler, U.S. Census
Bureau
Ensiminger Retail Liquor. (2010). Ensiminger Retail Liquor, 11052 Quivira Road,
Overland Park, KS.
Global Alcoholic Drinks Industry Profile. (2009). Datamonitor, 0199-2201.
Lenexa. (2010). U.S. Census Bureau (online).
North American Industry Classification System. (2010). U.S. Census Bureau
RIMANN Liquors. (2010). RIMANN Liquors