INDEX

Executive summary
Background
[Link]

1.1. Situational analysis

1.2. Project mission

1.3. Project vision

2. Objectives

2.1. General objective

2.2. Specific objectives

Justification

4. Market study

4.1. Market analysis

4.1.1. Products and services to be marketed

4.1.2. Clients

4.1.3. Competition (products and services)

4.2. Needs and requirements

5. Marketing plan

5.1. Price

5.2. Product

5.3. Distribution and location

5.4. Advertising

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 5.5. Action plan (roadmap)

6. Organization of production

6.1. Production strategy

6.2. Suppliers

7. Economic information

7.1. Sales projection

7.2. Cost analysis (benefit-cost ratio)

[Link](informe de pre-factibilidad)

9. Bibliography

10. Annexes

11. Glossary

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1. Development

1.1 Situational Analysis

1.1.1 STRENGTHS

Knowledge in the gastronomic field

Good customer service

Motivation to the entrepreneurial team

Covers hygiene and health standards

1.1.2 OPORTUNIDADES

Demand

1.1.3 WEAKNESSES

Little financial knowledge

Insufficient capital

Not having a premises of their own

Basic Food Handling Management

One single product

1.1.4 THREATS

Competition

Climate

Natural Disasters

Paralysis

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 Fines

1.1.5 SWOT ANALYSIS

SQUARE NO. 1 SWOT ANALYSIS

STRENGTHS OPPORTUNITIES

Knowledge in the field Demand

gastronomic

Good customer service

Motivation for the entrepreneurial team

Covers hygiene standards and

healthiness

WEAKNESSES THREATS

Little financial knowledge Competition

Insufficient capital Climate

Not having a place of your own Natural disasters

Basic handling management of Paralysis

foods
Fines
One single product

PREPARED BY: Katherine Carrera, Tatiana Guevara, Jessica Jarrin.

SOURCE: SWOT Analysis

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STRENGTHS:

Knowledge in the gastronomic field: It is a comprehensive attention that

pay maximum attention to each client's diet and their needs
takes care of your overall well-being both through food

Good customer service: It is the kindness with which one is attended to.
customer.

Motivation for the entrepreneurial team: This refers to the support that must be given.

provide the entrepreneur with talks and training so that they can obtain their
objective.

It covers hygiene and sanitation standards: That is to say, it has a good

cleaning in the product.

OPPORTUNITIES

Demand: It has the quality that our product offers to the customer.

WEAKNESSES

Little financial knowledge

Insufficient capital: Money needed to renovate our business.

Not having a venue of their own: Loss of customers due to not having a safe place.

Basic food handling management

A single product

THREATS

Competition: Having many people offering the same product.

Weather: when it is very cold, this product is not consumed and is a loss.

Natural disasters: The product could not be sold.

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Paralizations: All clients would attend them and would not consume the
product.

Fines: People who have authority can sanction you for the
uniform etc.

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1.2MISSION

To produce and market high-quality stuffed rice that exceeds expectations.

from the client generating profitability.

1.3. VISION

In 2018, the microenterprise 'Las delicias de Gaby y JTK' will be

recognized for its incomparable flavor of the produced item that
they comply with food quality and safety standards according to the recipe
what applies and the management that it uses.

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2. Objetivos

2.1. General Objective

Develop the business plan for the microenterprise 'The Delights of

Gaby and JTK and the marketing of stuffed rice for people of 5
at 65 years of age located in the city of RIOBAMBA
Chimborazo Province

2.2. Specific Objectives

Develop the situational analysis of the microenterprise 'Las delicias de'

Gaby and JTK" that allow for a realistic study of the situation with
regarding the internal and external environment.

Structuring the market study of the microenterprise 'Las Delicias'

"from Gaby and JTK" that allows evaluating the business opportunity with
regarding the characteristics of the potential customer and their problems
marked.

Design the marketing plan for the microenterprise 'Las delicias de'
Gaby and JTK" to clearly identify the product, price and
advertising strategies.

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Justification

It is important to highlight that there are many microenterprises in Riobamba.

like ours that provide our same product, but the quality of
Our product is better, at an affordable price and that satisfies the
consumer needs.

This project is being carried out in order to strengthen the microenterprise that
will be dedicated to the production and marketing of stuffed rice that cares
to provide the best attention and the best service to our clients. We offer them
an excellent tasting of this product and with excellent quality.

It has been seen in the 'Educational Unit 11 of November' in the city of

The stuffed rice consumed in Riobamba is of good quality, our idea
is to have a place dedicated to the service of stuffed rice, where customers who
they visit us and have a pleasant and comfortable time, where the product is of
pleasure for the community.

It is known that stuffed rice has a high consumption in the 'Educational Unit'
November 11" since it is consumed by children, young people, and adults.
consumption of stuffed rice at the '11 de Noviembre' Educational Unit is
general and pleasing to the community since it satisfies hunger.

The microenterprise 'Las delicias de Gaby y JTK' wants to satisfy each one of
the needs of the city of Riobamba, we offer them a very
good quality and above all very delicious where all the citizens who wish
it can be consumed, the prices are affordable and within reach of the wallet.

Due to the intense competition in the market, the rice product has been launched.
filling that will be sold and marketed at the November 11 school already
what will be a quality product and to improve the economy as well
time that is provided to the consumer a exquisite product and that is of
to your liking.

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4. Market study

4.1. Market Analysis

The market research provided important and relevant information.

to evaluate the business opportunity that is being formed (preparation and
marketing of stuffed rice), regarding customer characteristics
potential and market problems. Helped in making decisions about the
continuation of the business plan.

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4.1.1 Products and services to be marketed

The product that will be marketed is a stuffed rice.

contains: pea, carrot, chicken breast, beef sausage, and sausage
chicken, pepper. This product, when purchased by a person, has the
aggregation of tomato sauce, mayonnaise, and hot pepper. The hot pepper is made based on

chickpeas and a bit of chili, and also a pinch of red onion is added.

4.1.2 Clients

Customers were determined based on market segmentation

considering the following variables:

GEOGRAPHICAL:

Provincia:Chimborazo

Ciudad:Riobamba

DEMOGRAFICAS:

Edad:De 5 a 65 años de edad

Sexo:Femenino- Masculino

Men and women aged 5 to 65 who enjoy consuming rice.

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4.1.3 Competence

The competition is each of the companies with which it shares

market and customers. They compete in the following aspects:

In product:

Stuffed rice with shrimp

Stuffed rice with fried meat

Stuffed rice with ripe plantain

Stuffed rice with fried chicken

Chaul effort

Stuffed rice with chicken and trimming

In price:

0.50 ctv

$1.00

$1.50

$2.00

On promotion:

None

In distribution:

None

But not all competitors are the same. Within the competition, I know
I identify between two types: the direct and the indirect.

The direct competition is made up of the company or companies.

with which all the previous variables are compared. That is, that
they offer a product that meets the same need as the one being offered,
at a similar price and in the same market. The continuation is presented
the matrix of direct competition.

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 TABLE No. 2 COMPETITION

No. REASON ADDRESS CITY PRODUCTO PRECIO PROMOC DISTRIBUCIO OBSERVACIOON

SOCIAL ON ION N
1 Margarita Carabobo Riobamba Stuffed rice 0.50ctv 190.00 None In poor condition and
Páez y y $1 product not good
Colombia elaborate
2 ANITA Boyacá and Riobamba Stuffed Rice 0.50 ctvs 180.00 None Quality of
Sáenz Carabobo and $1 product and good
presentation of the
business.
3 Laura Colombia Riobamba Stuffed Rice 0.50 ct50.00 None Quality product
Mora and Juan y $1 media
Montalvo
4 Lucia Chile and Riobamba stuffed rice 0.50ctv 50.00 None Quality of
Cabrera Rocafuert and $1 product and good
e presentation of the
business.
5 Monica Cristóbal Riobamba Stuffed Rice 0.50ctv 100.00 None Quality of
Walls colon and y $1 product and good
Mirror presentation of the
business.

Indirect competition, on the other hand, is made up of companies

that, although they do not share any of these variables, can affect
in some way to the product that is offered.

In this analysis, the substitute products are considered below.

present the matrix of indirect competition:

TABLE NO. 3 INDIRECT COMPETITION

N° Razón Dirección Ciudad Producto Precio Promoción Distribución Observación

social
1 CHIFA 10 of Riobamba Fried Rice 5.50 Labels At home Own local
ASIA August and Good
princess presentation
Toa Excellent
quality

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 The strengths and weaknesses of the competition were identified regarding the point that was
is going to offer, I help to consider the following variables as a basis:

In product

In price

On promotion

In distribution

The competitive profile is presented below:

TABLE Nº4 COMPETITIVE PROFILE

VARIABLES FACTORS The delights Stuffed rice with Stuffed rice Stuffed rice
of Gaby and the condamine of Santa Rosa the Oriental square
JTK
Product/ Feature 7 6 7 7
service s

Quality 7 8 7 7

Guarantee -0- -0- -0- -0-

Billing -0- -0- -0- -0-

Sub total 14/4=3.5 14/4=3.5 14/4=3.5 14/4=3.5

Price List of 8 6 6 7
prices

Discounts -0- -0- -0- -0-

Period of -0- -0- -0- -0-

payment
Subtotal 8/4=2 6/4=1.5 6/4=1.5 7/4=1.75

Promotion Promotion of -0- -0- -0- -0-

sale

Advertising 7 5 5 5

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 Relationships -0- -0- -0- -0-
public

MK direct -0- -0- -0- -0-

Sub total 7/4=1.75 5/4=1.25 5/4=1.25 5/4=1.25

Distribution Channels 8 8 8 9

Location 8 8 8 7

Own place 7 7 7 10

Sub total 23/4=5.75 23/4=5.75 23/4=5.75 26/4=6.5

Media 52/4=13 48/4=48 52/4=13 52/4=13

Conclusion

In the first factor of the design category of the microenterprise 'Delicias de Gaby'
& JTK” we have an 8 because this microenterprise sells this
the product does it in a cordial manner and with a good presentation.

In the second factor of the price list category of the microenterprise the
"Delicias de Gaby & JTK" received an 8 due to having a variety of
prices at which other competitors have them.

In the fourth factor of the localization category of the microenterprise 'Delicias'

Gaby & JTK” we received a 9 because our business is located in the
center of Riobamba where a variety of people come to consume our
product.

One is that the comparison with the competition was analyzed and the following were defined.
competitive advantages. The competitive advantages of the microenterprise 'Delicias de
Gaby & JTK is the differentiation since the stuffed rice of this microenterprise is
difference from the competition due to its rich flavor.

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 4.2 Needs and Requirements

4.3 TABLE No. 5 Needs and requirements

QUANTITY REQUIREMENT SPECIFICATION VALUE VALUE SUPPLIERS ANALYSIS

THE TECHNIQUES TOTAL UNIT DE
SELECTION

1 Table of Square, 30.00 30.00 Cash register, Quality,

plastic of lightweight from price
80x80cm black color guarantee
with a
1 year warranty
year
6 Stools Lightweight, 2.00 18.00 Cash register Quality
comfortable with price
white color and guarantee
guarantee
1 mesa Plastic 40.00 40.00 Kasa Pika Quality
Round

TABLE NO. 6 CLEANING SUPPLIES

USES Brooms Of 5.00 5.00 Dicosavi Quality

PLASTIC DUSTPAN

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TABLE NO. 7 RAW MATERIAL

Rice Rabbit 10 lb. 6.00 Santa Rosa Quality

0.60 ct Market Price
Wholesaler

Pea 1.00 1.00 Santa Rosa Quality

Market Price
Wholesaler

Piece 1.50 1.50 Warm Santa Rosa

Price
Oil Palma De 1.00 1.00 Santa Rosa Quality
Gold Market Price
Wholesaler

Chicken 3 lb to 1.5 4.50 Santa Rosa Quality

Price
20 Eggs 0.13c/u 2.5 Santa Rosa Quality
Market Price
Wholesale

Sauce of The First 2.30 2.30 Santa Rosa Quality

Tomato Market Price
Wholesaler

1 head 1.50 1.50 Santa Rosa Quality

of Maduro Market Price
small Wholesaler
Shrimp 1.00 1.00 San Price
Alfonso Quality
Market
Wholesaler

5. MARKETING PLAN

5.1 PRECIO

The prices can be set based on the following variables:

The cost of the price to determine what the minimum price is, that is, the price to
from which the product becomes profitable for the company.
The prices of your competitors to understand the level of competitiveness of
our prices.

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RAW MATERIAL:

Rice 0.12
Pea 0.02
Patch 0.03
Oil 0.02
Chicken 0.09
Egg 0.05
Tomato Sauce 0.06
Shrimp 0.05
Maduro 0.02
0.46

LABOR:

100 0.10

MANUFACTURING EXPENSES:
Platos 0.02
Spoons 0.01
Basic Services 0.06
0.09

Product Expense 0.65

Administrative Expenses: 0.15

Rent 0.03
Salary 0.10
Cleaning supplies 0.02

Sales Expense
Advertising 0.05 0.05

Cost + Expense = 0.85

Price 1.00
Utility 0.15

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5.2 PRODUCT

The product is stuffed rice that contains pea, scraps, chicken breast, and
mainly the rice and Chinese sauce to mix it, ripe plantain, onion
white and egg.
The product is delivered to the customer on a disposable plate number 6 and a spoon.
small disposable.

INGREDIENTES:

4 lb of rice
1/2 lb of sausage to taste
1 shredded chicken breast
2 eggs
1 paiteña onion
3 cloves of garlic
oil
salt to taste

PREPARATION

1) put water in a pot with the rice

mix with criollitas
3) then make a stir-fry with the leftover, the shredded chicken breast,
Sausage additionally, you apply the garlic cloves, the onion, and annatto.
4) We take out the rice and drain it.
Finally, we mix the sauté with the rice.
He makes the mayonnaise if you want to taste it with the rice.

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5.3 DISTRIBUTION AND LOCATION
The location of the microenterprise "LAS DELICIAS DE GABY Y JTK." will be
next: SPAIN AND GASPAR DE VILLAROEL
Below is the photograph of the location:

The design is as follows:

COMPANY FINAL CONSUMER

The distribution is through the direct channel of the end consumer microenterprise.

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5.4 ADVERTISING
We are going out to distribute flyers on the streets of the city of Riobamba.
The types of communication instruments and media that
the selected ones are the following:

9CM

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 5.5 ACTION PLAN (ROADMAP)
TABLE NO. 8 ACTION PLAN

ARTICLE Precio Enero Febrero Marzo Abril Mayo Junio Julio Agosto
September October November December Total

Gigantography 30 30 30

Flyers 20 5 5 5 5 20

Total 50 50

6. ORGANIZATION OF PRODUCTION

6.1 PRODUCTION STRATEGY

Our product is of quality as it features good craftsmanship and

quality products, this product is consumed by all the
people who like this type of rice, for this reason to our product of
We are going to enhance an egg cake that will be wrapped in rice.
also a fried plantain and shrimp.
Our product would be stuffed rice type chaul afán that would be available at
all pocket since it will be sold at a convenient price. With this
implementation our product would become a market leader.

6.2 SUPPLIERS

CASH REGISTER
PIKA is an innovative, agile company with committed people that
shares a common work ethic that contributes with its products to
improve the quality of life for its consumers and that as part of its
development seeks to maintain its family culture.

DICOSAVI
Improve the quality and reduce the cost of living for our customers,
partners–associates, suppliers, shareholders, and the community in
in general, through the provision of high-quality products and services,
in the most efficient and cost-effective way, providing the best experience to
public.

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7. ECONOMIC INFORMATION

7.1. Sales Projection

Price * Production = Revenue

1.00*1200=12000
Costs and Expenses* Production=Outflows
0.85*12000=10.200
Income/Expenditure=$
12000/10200=1.18

For every dollar I recover, I get back 1.18 in net value, 0.18.

Segment
Men and Women aged 5 to 64 years
Population
63,963.00
Demand
Demand = M * % Acceptance
D=63,963.00* 80
D=51,170.4
Offer
O=M*% Of Competence
O = 63,963.00 * 70%
O=44,774.10
Unfulfilled demand in people
DI = M - O
DI=51,170.40-44,774.10
DI=6,396.30
Unmet demand for product
DIP=DI*Rotacion
DIP=6,396.3*1
DIP=6,396.30
Size
DIARY 50
WEEKLY 250
MONTHLY 1000
ANNUAL 12000

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