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Author
Hermana, Felipe
Moslares, Clàudia
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Abstract
This business plan is meant to create a new hard seltzer beverage brand operating in Spain. The idea came from analyzing the beverage market in Spain, in which it has been seen that hard seltzer beverages are almost nonexistent. On top of that, based on the analysis carried out, in other countries hard seltzer market has been growing exponentially. Actually, the global hard seltzer market size was valued at USD 5.6 billion in 2020 and is expected to expand at a compound annual growth rate (CAGR) of 31.4% from 2021 to 2028. Seeing this growth forecast, Madsun doesn’t want to lose the opportunity to make itself a place in this promising market.
The company’s name is Madsun. The name intends to project the idea of young people having fun in the sun and also with this madness that young people tend to have, without any fear to try new things and new experiences. As the company will start operating in Barcelona, the location of the headquarters will be in the city in order to distribute and make contact with stakeholders more easily. The purpose of the company is to create a hard seltzer beverage with different fresh flavors. A hard seltzer beverage is a low-alcohol content beverage which contains between 4-5% of alcohol. The value proposition of the company is creating a new alcohol beverage concept for young people which contains low calories, it’s gluten free and environmental friendly as no plastic will be used for the packaging, it will be produced with recycled materials. Moreover, Madsun is willing to create a community on social network which intends to promote the product and at the same time, customers will have the feeling of belonging in a community of cool and young people. Leadership of the company will be carried out by the two founders; Felipe Hermana and Claudia Moslares. They are both industrial engineers with also knowledge in business administration. Initially, the founders of the firm, which are the CEO and the COO, will invest 5.000 € each. 3.000 € will be used to create the society, while the other 7.000 € will be the initial cash of the company. Furthermore, the firm will look for external investors that can invest a total value of 36.000 €. With this amount of money, the company will start operating and settling a place in the market. In the first five years of the company, operations will increase substantially, therefore, the final value of the company after this first period will increase in 5 million euros. This suggest an upcoming success for Madsun.
In the Spanish hard seltzer market, it has been seen that there are low players. Nevertheless, the few players in the market have more financial capacity as they are part of a big company which have a lot of resources already. However, Madsun’s value proposition is different as it is not just a product what is being sold, but also the feeling of belonging into a community in social network. Moreover, the environmental friendly production process and distributing will also be a differentiating point from competitors. To sum up, it has been found that hard seltzer beverage market is nonexistent in the Spanish market and Madsun is intending to solve this by offering a new beverage concept with low alcohol content, low calories, gluten free and environmental friendly. Furthermore, a part of selling a product, an innovative marketing campaign will be carried out in order to create the coolest community in social network.
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