Comprehensive Business Plan: Garrett Popcorn Shop Expansion Project

This business plan outlines the expansion strategy for Garrett Popcorn Shop, focusing on its operations within Durban, South Africa, particularly at King Shaka International Airport. The plan details the company's objectives, mission, and keys to success, emphasizing high-quality gourmet popcorn and a variety of flavors, including those tailored to South African tastes. It includes a company summary, ownership structure, start-up requirements, and location details. The services offered are described, with a competitive comparison highlighting the company's approach to product differentiation and customer service. Market analysis, including segmentation and target markets, is presented, along with marketing, sales, and management strategies. Financial projections, including start-up costs, revenue forecasts, and break-even analysis, are also provided to illustrate the financial viability of the expansion. The plan emphasizes the use of technology for improved customer experience and fulfillment, aiming to create a successful and competitive business within the food service industry.

Running head: BUSINESS PLAN
Garrets Popcorn Shop
Name of the Student:
Name of the University:
Author’s Note:

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Table of Contents
1.0 Business Summary.....................................................................................................................3
1.1 Objectives..........................................................................................................................3
1.2 Mission..................................................................................................................................4
1.2 Keys to Success.................................................................................................................4
2.0 Company Summary...................................................................................................................4
2.1 Company Ownership.............................................................................................................5
2.2 Start-up Summary..................................................................................................................5
2.3 Company Location and Facilities..........................................................................................7
3.0 Services......................................................................................................................................7
3.1 Service Description................................................................................................................7
3.2 Competitive Comparison.......................................................................................................8
3.3 Fulfilment............................................................................................................................10
3.4 Technology..........................................................................................................................10
3.5 Future Services....................................................................................................................11
4.0 Market Analysis Summary......................................................................................................12
4.1 Market Segmentation...........................................................................................................13
4.2 Target Market Segment.......................................................................................................14
4.3 Service Business Analysis...................................................................................................15
4.3.1 Business Participants........................................................................................................15

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4.3.2 Distributing the product....................................................................................................16
4.3.3 Competition and Buying Patterns.....................................................................................17
5.0 Strategy and Implementation Summary..................................................................................17
5.1 Marketing Strategy..............................................................................................................18
5.2 Competitive Edge................................................................................................................19
5.3 Sales Strategy.......................................................................................................................19
6.0 Management Summary............................................................................................................20
6.1 Personnel Forecast...............................................................................................................21
7.0 Financials.................................................................................................................................22
7.1 Important Assumptions........................................................................................................24
7.2 Financial Indicators.............................................................................................................24
7.3 Breakeven Analysis.............................................................................................................25
7.4 Projected Profit and Loss Statement....................................................................................27
7.5 Projected Cash Flows..........................................................................................................28
7.6 Projected Balance Sheet......................................................................................................29
Reference.......................................................................................................................................30
Appendix........................................................................................................................................34

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1.0 Business Summary
The aim of the assignment is to conduct a business plan for the expansion of the Garrett
Popcorn Shop in terms of the operations and the business services of the company. The main
services offered by the business will be depicted in terms of offering the finest quality of
gourmet popcorn. The services offered by Garrett Popcorn situated in Durban, South Africa will
be aimed mostly at passengers in the King Shaka International Airport.
The business plan will be prepared for the current expansion of the products and services
of the company. The main strategy of the business is to offer the best quality of food products to
the customers and ensure that the customers has a variety of choices in popcorns.
1.1 Objectives
The objective of the company for the initials year would be:
 Offering the finest quality of gourmet popcorn.
 Wide Range of products in the context of popcorn as well as being able to offer the South
African customer popcorn flavors that are homegrown and are also tailor made in line
with South African cuisine. Culture such as Milk tart, Biltong and Boerewors flavored
popcorn in the future, still in keeping with the traditional flavors that Garrets has become
synonymous with.
 Great popcorn at competitive prices as well as being able to provide the customer with an
Authentic Chicago experience for those that may never afford to travel to Chicago.
 Great food at great and competitive prices.

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1.2 Mission
The growing demand for the fast food and the wide variety of food products served by
the company will help the company in the expansion of the various products and services of the
company. The mission of the company is to expand the various operations of the business.
Expansion of the various stores and services of the company in all over the South Africa will be
the key growth strategy of the company.
1.2 Keys to Success
The keys to success for the company will be significantly dependent on the various
business and macro-economic factors of the company. The creation of better and efficient
technologies in the overall operations of the company will be the key factors for the success
of the company. Providing better and quality food at the various stores of the company will
be the key reason for the success of the company.
2.0 Company Summary
Garrett Popcorn will be located at the King Shaka Airport, Durban, South Africa where
the company will be expanding the services of the business and exploring various avenues such
as expanding into South African Movie Theatre such as Nu Metro. The operations of the
company will be carried from the above registered address of Durban, South Africa where the
various operational work of the company will be carried for the company. The company will also
be having a registered website so that customers can get a varied details and information about
the various activities of the company (McKeever 2016).

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2.1 Company Ownership
Garrett Popcorn is owned by the Garrett Brands, the company is Chicago based and the
operations of the company and revenue of the company is earned from the various products and
services rendered by the company. Lance Chody, is the owner and CEO of the Garrett Brands.
(Afuah 2014). The owners and the management of the company who will be taking important
financial and business update for the company.
2.2 Start-up Summary
The operations and the products and services that will be rendered by the stores opened
by the company. The startup expenses and assets that would be required by the company were all
based on the operational expenses and the services, which the company will be providing. The
expenses that will be incurred will be completely based on the operational overview and the
variety of products and services. The key operational and direct expenses that will be incurred by
the company were well identified for the financial planning of the company.

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Start-up Requirements
Start-up Expenses
Fixed Costs Particulars Amount
($)
Premises (RENT & RATES) $2,500
Salaries $4,000
Interest on loan 8% $2,500
Accountant Fees $200
Payroll Tax $250
Retainer contracts $1,450
Sales and Marketing $2,500
Postage & Telephone $100
Broacher’s $250
Logo Designs $300
Market survey $500
Preliminary expenses $500
Lease payments $1,000
Total Fixed Costs $16,050
Average Monthly Costs
Rent $208
Lease payments $83
Interest on loan 3% $208
Postage & Telephone $8
Repairs and Maintenance $21
Salaries / Wages $333
Total Average Monthly Costs $863
x Number of Months: 12
Total Monthly Costs $10,350
Total Startup Expenses $26,400

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Start-up Assets
Owner Funding
Owners Fund $50,000
Total Owner Funding $50,000
Loans
Bank Loan $25,000
Other
Total Loans $25,000
Total Startup Funds $75,000
Assets
Equipment’s $30,000
Land and Building $45,000
Poppers and Utensils $22,500
Total Fixed Assets $97,500
Total Start-up
Assets $172,500
2.3 Company Location and Facilities
The operations and the registered address of the company will be in Durban, South
Africa. The site was selected based on the population and the business community in which the
operations of the company will be operated. Hustle and Bustle market place with better and
healthy working environment has been the key reason for the selection of the location.
3.0 Services
3.1 Service Description
The main services delivered by the business will be depicted in terms of offering the
finest quality of gourmet popcorn. The services offered by Garrett Popcorn situated in Durban,
South Africa will be aimed mostly at passengers in the King Shaka International Airport. In
addition to this, it will also focus on expand the business other parts of South Africa depending
on the success of the initial branch. The company will ensure using highly seasoned old-

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fashioned Copper Kettles for including the non-GMO (genetically modified organisms) kernels
with a complex and at the same time compelling sweetness (Catão and Caixeta 2017). Keeping
the popcorn add-ons classic with natural ingredients will ensure that a greater number of
customers are interested in buying the product. The company will use special non-GMO
mushroom for ensuring it is providing a differentiated service than the existing players in South
Africa. The inclusion of the various types of the popcorn will be based on Classic and
caramelized popcorn, Gourmet cheese popcorn with Real cheddar cheese. In addition to this, the
company will be further seen to be using range of the services which will be depicted with the
use of butter, coconut oil and salt in making the popcorn. Some of the other service will be seen
in terms of service offering such as doing an extensive planning of large-scale procedure to
dominate the market and bring in new ideas. The large-scale manufacturing procedure will make
use of best in class equipment such as Flamemax HW-P16. The individual market segments will
be based on the different types of the services which are depicted to be based on the number of
services relevant with different variety of popcorn. In addition to this, the customers will also
able to acknowledge that the individual market segments offer varied range of services (Burns
2016).
3.2 Competitive Comparison
The competitive comparison will be able to show the relevant offerings in service such as
dealing in varied types of Popcorn. The extensive research will show the understanding of a very
competitive environment in business in the last ten years. The extensive research on competitive
comparison is based on taking creative, customer centric approach towards producing
differentiated styles of popcorn (Cockx, Colen and De Weerdt 2017).

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The location of the setup in Durban, South Africa will be aimed mostly at passengers in
the King Shaka International Airport. Moreover, there will be ample options for the company to
deal with multiple range of popcorn. The customers will have the opportunity to try out assorted
flavours of popcorn such as Cookies & Crème Special Edition Popcorn, Salted Caramel Bourbon
Special Edition Popcorn, Double Butter Popcorn, TPF Texas Toast Popcorn and Ranch Popcorn
(Barnes 2016). The goal of the competitive advantage of the company may be further discerned
with establishing an outlet which shall be synonymous with providing unmatched customer
excellence pertaining to the different variants of such popcorns. This will include enhanced
customer service for the cultural aspect, online store and including various options for the
payment of the services which shall be conducive for the customers in serving a competitive
advantage. The standard production of the popcorn will be further able to establish the facilities,
which shall be synonymous with improved customer service and availability of the payment
options. The establishment of the facilities will be done by identifying particular interest with
newer variant of popcorn. In this way, it will look forward to upgrade its facilities for improving
the popcorn production of that particular variety. (Burke, Robak and Stumph 20108).
Such a differentiated strategy will offer the management with wide range of options for
taking care of the employees and creating a welfare package. This will be able to ensure that the
company will be assessed as one of the best by the stakeholders as it will be designed in a way to
suit the needs of a classic business. Garret Popcorn shall be also responsible for gaining the
relevant competitive advantage in terms of setting the appropriate strategy for an already
completive market in the country. This is evident in form of competing with existing similar
shops such as Cosmic Candy, Sweet Treat and Home Treats Etc. Some of the other available

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options to the customers looking for a similar product can be discerned in form of Sweets from
Heaven and Crazy Sweets (O'Connor and Myers 2018).
3.3 Fulfilment
The various aspects considered for the target market may be identified in form of the
students, the surrounding business, international travellers, domestic travellers and families who
are seeking for a quality, affordable popcorns and easy snack. The fulfilment of the services will
be also evident among the individuals who shall be responsible for looking to a comfortable
environment (Williams and Gillum 2018). The fulfilment of demand will be different across
variety of segments such as international tourists, travellers and family members. Furthermore,
the main aspects of the competitive aspects of the business will allow Garret Popcorn to carry out
the business as per relevant norms of the country. This will permit the business to grow its
services in the next ten years. The main focus of the business will be further placed with a
creative and customer centric approach. The fulfilment of the orders will be also ensured with the
delivery of the relevant services which will be effective as per the different nature of the
techniques use to market the products (Henkel, James and Croce 2016).
3.4 Technology
The technological aspect of the business will be taken into consideration with identifying
the ecommerce of the business as well. This will allow the customers to review their orders in
terms of the time remaining for the preparation of the next order. The implementation of the
technology related services needs to be further considered with taking charge of the installation
and maintenance of the equipment for preparation of the Popcorn. These are mainly considered
with the electronic equipment needed to prepare the products. Some of the other aspect of the
technological consideration for the business needs to be taken into account with the development

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and enhancement of the software’s which are needed with the fulfilment of the relevant updates
to the softwares (De Oliveira et al. 2015).
The shop unit will be able to contribute to the relevant installation of the supply chain
software in terms of the POS systems, organization’s CCTV, logistics software and e-commerce
software. The company will be also responsible for taking charge and maintenance of the
computer and mobile software needed for the development of the applications to control such
activities in the service delivery. It needs to be identified that the production of the popcorn will
involve the use of copper kettles which is the traditional method of preparing popcorn. The
production of popcorn needs to be considered as per medium to high level of capital input. In
terms of the technology and equipment the productivity will also require for additional
manpower. The particular use of technology will be implemented by automated transfer of un
popped popcorn is into the kettle while carrying out with the cooking process. This will ensure
that the business is able to make the most of resources. The adoption of the new technology shall
be beneficial in terms of lowering instances of manually picking up the un popped popcorns and
recooking (Granados and Mooney 2018).
3.5 Future Services
The future service pertaining to the popcorn business shall be beneficial in maintaining
the tradition that will ensure using highly seasoned old-fashioned Copper Kettles for including
the non-GMO kernels with a complex and at the same time compelling sweetness. This will be
maintained by the company by encouraging feedback from customers by adopting quick online
surveys, suggestions, complaints and compliments boxes at the store as moving forward by
implementing the relevant improvement strategies in the future. The consideration of the various
types of the popcorn will be based on offering Classic and caramelized popcorn, Gourmet cheese