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Author
Esteban, Marta de
Márquez, Silvia
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Abstract
From recent research we have learned that there is an increasing awareness for the environment and wellness. Sustainability and veganism communities are becoming a broad market whose needs need to be satisfied. Nowadays, younger generations not only look for quality products, but also favor options that can be ecologically friendly. For this reason, we believe in creating a business project where we can combine health, proximity, and sustainability. The purpose of Vegalab is to offer a healthy, seasonal, km 0, gastronomic alternative to treats that are usually labeled as processed, not-vegan… Overall, we want to give the city a place where people can enjoy real products that are good for them and the environment. By opening Vegalab we are able to provide a space where people can come to enjoy unique and quality vegan treats. The main selling product will be frozen yogurt, elaborated with ingredients that are available to everyone, as they won’t be derived from animals. We want people to live an experience in which consuming our products and spending time in our bar is unique and different. The purpose of developing this project comes from the need of finding a place, that isn’t a restaurant, to enjoy a healthy treat. We are always looking for healthy options, and today finding natural and vegan frozen yogurt in Barcelona is a challenge. In the end, we believe that it is something groundbreaking and that it has already been seen as a success in other cities. In a cool, popular and warm beach city like Barcelona, it is a resounding yes!.
Customers will enter our “bar”, where they can choose from several toppings to add into their frozen yogurt. Furthermore, as we want our lab to be a place where people can hang out, our customers will also be able to order drinks such as coffee, water and other beverages that aren’t processed nor have added sugars or artificial ingredients. In order to support the environmental community, we strongly believe in reducing the use of plastic and other harmful materials. Substituting them with recycled and organic materials.
Vegalab’s ideal customer is someone from 18 to 21 years old that is living or visiting the metropolitan area of Barcelona. They are someone who would rather spend their money on higher quality products in order to take care of their health while aiding the ecosystem. This includes the expanding vegan community. Moreover, we want our ideal customer to express its satisfaction through social media or by coming regularly to spend time at our bar with friends.
In order to attract our targeted audience and achieve the aforementioned mission, our main source of marketing our product will be social media. After carrying out a deep research analysis, and interviewing Gloria Rodés, owner of Enlagloriasalads, we concluded that our plan will be explicitly focused on promoting our product through social networking. It has demonstrated to be the most efficient and economical tool for a starting business. Finally, regarding the financials we have carried out a deep analysis where we obtained positive results for our project. We have done a three-year study. As expected, the first year due to the high investment of being the first year of opening and more, we will face some losses. In spite of this, on the second year we already see good profit levels. As a result, we will see a profit of 164.606,35€.
Finally, we see a prosperous growth on year three reaching a total profit of more than 348.122€.
Overall, partners Silvia Marquez and Marta de Esteban truly believe that we can bring the city a new idea that will be a threat to the existing competitive environment of the traditional frozen yogurt.
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