Publicación:

Plan de negocio para la internacionalización Rolly´s Heladería

Resumen

Rolly's ice cream shop's objective is to produce and sell handmade ice cream prepared using the Thai technique of Ice Cream Rolls from the 90s. The ice cream is prepared on a special griddle, which freezes at extremely low temperatures between 18 and 40 degrees Celsius below zero. In it, all kinds of ingredients are triturated and then mixed with a special base that is integrated until a homogeneous consistency is achieved. Then, it is spread on the plate and with the help of two metal spatulas, the ice cream rolls are shaped. This live ice cream preparation show is one of the aspects that has attracted the most attention worldwide, turning it into viral content on different social networks. Currently, we are operating in the city of Bogota and we have been present in the market for more than two years. This business plan has as a fundamental axis, the possibility of expansion to the Chilean market, for different reasons: The country shows according to Onorato (2019), an approximate market expansion growth of 45.8%. This percentage shows us that the market is growing and therefore, as a Colombian brand enhanced by our great diversity in the offer, it is worth entering it. Furthermore, it is a promising market that, despite the pandemic, continues showing that Chike is a country where consumption and love for ice cream remain stable. For this year, according to ciphers from the consulting firm Euromonitor, Chile leads the consumption of ice cream in Latin America with 7.7 liters of ice cream per capita and its expenditure is of (CLP) $ 35,000 per year, the country currently has a turnover of 700 million dollars. We will focus on Santiago Region, covering two distribution channels: online sales and sales in specialized physical stores. Chilean e-commerce exploited in 2020, growing between 150% and 300%, reaching 20% of total sales in the country, due to the increase in small and medium-sized companies between 160% and 200% by 2020 according to América Retail (Calviño, 2021). Additionally, we want to install a physical point where people can access our ice cream and have the opportunity to experience the preparation show, which is not very well known in the country. This expansion will not be done through the sale of franchises or through a distributor, it will be managed in a familiar way since we have a person residing in Chile who will operate and work actively in the company, to achieve the development of this plan. It is worth mentioning that the ice cream requires a special base, this base is formulated and elaborated by us in a handmade way and must be exported from Colombia to Chile on a constant basis since it is a fundamental element in our preparation. Finally, as reflected in our financial analysis, it is evident that it is a viable project, with good liquidity and good growth opportunities.