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Gourmet Meats. Business Plan for Balboa Burgers. Agribusiness Venture Management Ray Lei Biancia Rolle Kyle Templeton Dean Serdachny. Client Info. Currently producing lean hamburgers on a small scale (6 animals slaughtered)

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Gourmet Meats

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Gourmet Meats

Business Plan for

Balboa Burgers

Agribusiness Venture Management

Ray Lei


Kyle Templeton

Dean Serdachny

Client Info

  • Currently producing lean hamburgers on a small scale (6 animals slaughtered)

  • Hamburgers are incorporated with special family recipes developed in the summer of 2004

  • Sales are driven by word of mouth and family

Industry Info

  • Beef Consumption In Canada:

  • After bovine spongiform encephalopathy (BSE) was discovered per capita consumption in Canada actually increased

  • Before (BSE) 13.5kg/annum per person

Industry Info

  • After (BSE) 14.2kg/annum per person

  • A significant portion of the per capita increase was geared to organic and natural beef products

  • Few competitors in his market currently

Operations Plan

Incorporation of:

Gourmet Meats

Work Plan and Flow of Work


Gourmet Meats

Processing Facility

Seasoning and Filler Ingredients

Freezer Storage

Local Grocers


Working Capital Planning and Management

Working Capital Planning and Management

  • Cost of Goods Sold

Working Capital Planning and Management

  • Total Cost of Goods Sold

Cash Management

Minimal requirement necessary

Initial investment of $15,000

No large inventories

No large capital costs

Working Capital Planning and Management

Flexible production

More in winter, Less in summer

30 days in average

Inventories replenished in 4 days



15 days credit


Incurring customers

Small company

Accounts Receivable

Accounts Payable

  • Larger purchasing options only

    • Processing fees

    • Trim cost from Natural Valley Farms

Cash Conversion Cycle

  • Calculated to be 18 days

  • Variable with seasonal demand

    • Low turn around due to production capabilities

Marketing Plan



Product Overview

  • The Product

  • Hamburgers combined with ingredients for flavour

  • Four different flavours:

    • Teriyaki

    • Spice

    • Honey Mustard

    • Original

    • Cajun Maple

  • Size - 5 oz

  • Natural - follows current industry regulation standards

Market Objective

  • Focus on pub and grill market

  • Target 19-45 year old males

  • Promote a differentiated product

  • Push strategy

  • First step of market penetration

  • GOAL = Product awareness

  • Pull strategy for summer retail market

  • ie) BBQ season

Market Analysis

Market Size

36 733 000 lbs of beef consumed in Saskatchewan

14 693 200 lbs of ground beef consumed in Saskatchewan

3 367 330 lbs of hamburger eaten in Saskatchewan

Market Analysis

Market Size

3 367 330 lbs of hamburger eaten in Saskatchewan

14 693 000, 4 oz hamburger consumed in Saskatchewan

637 500 burgers/ year sold in non-franchised pubs and grills throughout Saskatchewan

Market Analysis

Market Needs


Consistent taste

Cooking characteristics:

no shrinkage

Customer Analysis

Target Market

Primarily male demographic

Aged 19-45

Blue collar workers

Interested in new experiences and new tastes

Competitor Analysis

Companies Supplying Pubs & Grills


Key Planning Assumptions

Beef consumption will not decline dramatically

Consumers are looking for a consistent and flavourful product

Steady and dependable supply of materials

4.Reliability of manufacturing and distribution channels

Business Proposition


Target wholesale price:

$1.17/ burger

final production/logistic costs

Average wholesale cost:

4 oz $0.50-$0.70/ burger

5 oz $0.60-$0.70/ burger

6 oz $0.90-$1.15/ burger


Non Franchised bar and grill establishments

  • Immediate access to their entire customer base

  • Increased demand for flavour

    • Ribs, wings

  • Reduced advertising costs

  • High traffic

  • Diverse Crowd

  • Place

    Local Grocery Stores and Gourmet Shops

    • Sask Made Store

      Internet sales


    To Consumers

    • Table talkers and posters in establishment

    • Table talker website promotion

    • Sponsor beer and burger nights

    • Taste testing


    Financial Performance

    Risk Analysis


    Razor thin margins

    High risk

    Good profit potential

    IRR= 70.7%

    ERR= 48.9%

    No Dividends early on



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