The Pasta Tree

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Pasta Manufacturer Business Plan

Strategy and Implementation Summary

The strategy of The Pasta Tree will be to initially push our three most popular sellers; fettuccine, linguini, and spaghettini. Our plan is to introduce the rest of The Pasta Tree's product line as sales increase and we can negotiate more cooler space for products.

5.1 Marketing Strategy

The Pasta Tree will advertise its products with a 20% off regular price coupon during the first month of the product being introduced into the supermarkets. The Pasta Tree will use in-store displays that will hold the coupons and attract customer attention.

In addition, The Pasta Tree will be a major sponsor of the city's Canal Run that raises money for children's cancer research. The run will occur the first weekend the products have been introduced into supermarkets. The Pasta Tree will distribute discount coupons at the event.

5.2 Sales Strategy

The sales strategy is to present our products as an affordable upscale dinner item that is quick to make and tastier than our dry competition.

5.2.1 Sales Forecast

The following table and charts show the rapid ramp-up of sales during the next twelve months of operation.

Sales Forecast
FY 2003 FY 2004 FY 2005
Sales
Supermarkets $128,000 $143,000 $173,000
Grocery Stores $185,000 $203,000 $246,000
Total Sales $313,000 $346,000 $419,000
Direct Cost of Sales FY 2003 FY 2004 FY 2005
Supermarkets $12,800 $15,000 $16,400
Grocery Stores $18,500 $20,300 $23,900
Subtotal Direct Cost of Sales $31,300 $35,300 $40,300

5.3 Milestones

The accompanying table and chart shows specific milestones, with responsibilities assigned, dates, and budgets. We are focusing on a few key milestones that should be accomplished.

Milestones
Milestone Start Date End Date Budget Manager Department
Production Facility Expansion 1/1/2002 3/15/2002 $10,000 Jill Forman Production
Production Equipment 3/1/2002 3/20/2002 $40,000 Jill Forman Production
In-Store Displays 2/10/2002 3/28/2002 $5,000 John Wingate Sales
Canal Run 1/1/2001 4/12/2002 $1,000 John Wingate Sales
Totals $56,000