Presentation of ACB:L'authentique Charette de Bordeaux
INTRODUCTION
Tourism in Bordeaux and in Gironde owes its reputation to its famous vineyards and its river : Garonne.
But since our city has been classified as a World Heritage city by UNESCO, the number of tourists has increased dramatically.
Bordeaux is an original city that provides numerous products from its soil which are grown and made all over the region.
Starting up a business with local products appeared obvious to us.
Therefore, we decided to have two major goals:
- Introducing and selling these original products to the increasing number of visitors while helping local producers to improve their sales;
- Creating full time and part time jobs.
Providing our local products gathered in a unique selling place meets a business need which doesn’t exist yet .
So that our business can be feasible, we have chosen a quite simple and cheap selling method, some noble products that symbolize our region.
Let us now explain the birth of our project
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To start with, in September |
1- (First) ….How did we find the idea?
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Then, from October to November |
2- We did our market research In groups we worked on the main aspects of our project:
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We didn’t work on the project in December as we were doing our work placement In January and February |
3- After that, we chose the legal status (statut juridique)and considered the financial aspect
4- Our organization To make our project successful we shared our work equally, each of the groups worked on different steps. Once every two weeks, we collected the results from each group and gathered them. The whole class voted for the name of our business: Authentique Charette de Bordeaux , for our logo and for our business plans. We used laptops and video projectors. Our 4 teachers regularly helped us to improve our works. |
Our market research
We have left a questionnaire at the Tourist Office. It has been submitted to 100 tourists in order to get information about our future customers’ profile. Here it is:
Questionnaire
Sex : Woman Man
Age : 18-25 25-40 40-60 + 60
Profesional group : retired employed
Do you travel
alone?
in couple?
with your family?
How do you travel
by car ?
by train?
by plane ?
by boat?
by bus?
Would you be interested in regional products :
Yes No
Potential demand
A few figures about tourism in Bordeaux
- Each year Bordeaux hosts 2.5 M visitors from all over the world
- 29 liners stop over at the harbor in Bordeaux. Altogether it means 26000 passengers. The cruises cost between 10000€ and 20000€ per person
- The number of visitors at the Airport increased by 10.2% from 2009 to 2010. It means 341 000 more passengers compared to 2009.
The visitors’ profile :
- Age : on average the visitors are around 45 years old
- 31% of them are couples - 36% come with their family
- Social and occupational group : 60% are senior managers
- Means of transport : 32% come by train–39% come by plane
- Geographical origin: we find mainly English or Spanish people
- The average basket represents 66€
Period when visitors come to Bordeaux :
Visitors come to Bordeaux from May to September. The highest number of visitors is in July and August.
July/August:
there are 55% of visitors of French origin
there are 45% of foreign visitors
Conclusion :
- The number of tourists in Bordeaux is quite massive :
2.5M visitors per year.
29 liners per year in the harbor
- Most of the tourists come from an upper social class and have an big purchasing power
- 70% of the tourists speak English.
- The age average of the visitors is 45. These customers are interested in gastronomy.
Number of tourists in the Hotels of Aquitaine
OUR MAIN COMPETITORS
Our business location
In red you will see the location of our business and in green and blue our two major competitors’location
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Le Comptoir Bordelais
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Fauchon
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Range
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wide and deep A big selection of product families |
Wide and deep A big selection of product families |
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Decoration |
Luxury shop with a wooden floor, indirect light, wooden counter. |
Luxury shop with a wooden floor, indirect light, wooden counter. |
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Prices
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High |
High |
Our competitors don’t have the same target. They aim at attracting up market consumers with a high purchasing power. Our business offers more affordable prices and our products are only local products.
Our supply
Let us now say a few words about our selection of products :
Why such a selection of products?
Our products are part of our agricultural heritage, we have chosen them among many others to represent our region. Foie gras, for example is an absolute must for Christmas and New Year’s meals. The lamprey eel is a typically local fish from Garonne. This selection is of course subjective but they symbolize our soil.
Some more explanations about the location of our business, the time of the year, the opening times and our staff
- Location: At the Opera House → a strategic place in Bordeaux where all tourists pass by.
- Opening days : from Wednesday to Sunday → the cart will be open from Wednesday to Sunday to give us time to make our orders to the different suppliers and reduce the costs for the wages.
- Time of the year: from May to October → this is the best time of the year, this is when there is the biggest number of visitors in Bordeaux.
- Opening hours: from 2pm to 7pm in April and May,from 2pm to 10pm in June and August , from 2pm to 7pm in September and October → Exceptionnally, in summer we will open later , until 10pm in order to adapt to the customers who go out later at that time of the year.
- 2 employees → we’ll need 2 employees to work at the stall and sell our regional products, 2 are enough to reduce costs and if we want to make profits
- We will adapt the opening according to the events in Bordeaux → It will allow us to adapt to the customers. Indeed, the numerous events attract lots of visitors. Therefore, we can impose ourselves develop our communication and sell more.
The events of Bordeaux
- The International jumping takes place in February
- The Antique fair in April/ May on place Quinconces.
- The International fair at the exhibition center in Bordeaux Lac inMay / June.
- The river festival on the quays of Bordeaux between the Pont de Pierre and the place Quinconces in June.
- Bastille Day ball and fireworks on the Garonne from the Pont de Pierre to the Quinconces on July 14th.
- Blaye jumping in July .
- Summer sales in the city center in July
- France-Ireland rugby match in Bordeaux on August 13th
- Christmas market wooden chalets on Allées de Tourny in Bordeaux from November 26th to December 30th
- Epicuriales Bordeaux on Allées de Tourny.
- The Antique and Ham fair : place des Quinconces
- River shuttle between the five bridges: cruise on the Garonne : departure at 2pm, 3pm, 4pm from Tuesday to Sundays and departure at 11 am on Sundays.
- Passenger ships in Bordeaux:
29 cruise liners transported 26.000 passengers to the harbours of Verdon, Bassens or Bordeaux last year. Price of a cruise between 1000 and 2000 euros.
Let’s present the cart and our logo
Our brand image consists in showing the quality and authenticity of our region through our products and our selling space.
The logo represents a wax stamp with dynamic colours which recall the past of Bordeaux.
The cart, which is our selling space ,symbolizes the same idea and stands for the historic and regional heritage
How will our cart be organised ?
We have imagined two folding shelves where our clients will be able to try our products.
Our products will be displayed in wooden boxes as far as bottles and jars are concerned. Our two models of gourmet hampers with a different selection of products will be displayed at the front of our cart.
Our business cards will be displayed on each shelf, a flipboard will be placed next to the cart to attract our clients and to inform them about our prices.
Why did we choose this location ?
We chose to settle ACB company near the Opera House .
There is a big traffic of visitors/customers in this area.
We are in the very heart of Bordeaux!
The clients will directly come to us! This location is very touristic and the buying potential is very important. The architectural environment (eighteenth century buildings) strengthen the original authentic aspect of our cart and our products.
Let’s comment our brand design
On the poster, we have written all the necessary information : the name of the business, the address, the phone number, our selection of products and the opening hours.
The font symbolizes the authenticity and quality of our local products: it’s French script MT
The Bordeaux red refers to the vineyard and the beige/yellow to the beach and the sun.
The contrast in the colors stand for the charm of Bordeaux.
In the leaflet, there is a complete selection of our products and a presentation of each product with its selling price. There is also a local recipe and suggestions to have them with . This will allow us to increase our sales.
Thanks to these details our clients will be sure of their choice. Our knowledge on these products is our selling point .
Our logo is our brand design, it is printed on our bags and T-shirts , our uniforms.
Our dress code is a landmark for our clients. Our bags make our brand popular in Bordeaux and even outside Bordeaux!
Our Work Contract
Our enterprise will hire 2 people permanently (with an open-ended contract). Our employees will work 35 hours a week.
If our business goes well after 6 months we will hire someone on a fixed-term contract.
Each employee will get a gross salary of €1800 per month.
After employers’ contribution, the net salary for our employees will be about €1365 per month.
Our financial dimension
Provisional spendings for the first month
Initial Stock : 27 456 €
Cart : 2 500 €
Flipboard : 120 €
Flyers (15 000): 251 €
Leaflets (500): 110 €
Poster (200) : 105 €
Monthly loan : 300 €
Trading license : 800 €
Wages : 1 800 x 2 = 3 600 €
Amount of spendings for the first month: 35 242 €
Provisional receipts for the first month
- Number of monthly potential customers :
2 500 000 x 0,2 % = 416
12
- Provisional turn over : (Initial stock x profit rate : 40%)
27 456 x 1,40 = 38 438 €
Provisional rentability
38 438 – 35 242 = 3 196 €
Financing the project
Owners’ equity : 5 242 €
Loan : 20 000 €
Public fundings : 10 000 €
Amount : 35 242 €
CONCLUSION
To conclude, we can say our project is feasible !
Why can we say so?
First, it is an original plan which matches our local past and our soil.
Then, it allows to introduce and help local producers who are our unique partners.
Bordeaux is a major city for tourism. We have a limited number of competitors and we sell our products directly and our cart permits mobility.
We just need a minor investment from the start and our legal status is quite simple.
In addition to that, we will create jobs.
Finally, our business can be exported and why not expanded in the future!!!!