Ice Cream Business Plan 2025-01-13

Sample Ice Cream business plan for Whimz. Ice Cream Bar.

Executive Summary​

Whimz Ice Cream Bar will serve nutritious ice cream along Kenyatta Avenue in Nakuru, Kenya. This startup aims to establish an authoritative brand in Nakuru by offering the best ice cream scoops in the town. The entrepreneur owner of the business, Ms Jane Auma, plans to inject Kshs. 2,000,000 into the business as an initial startup capital that will go a long way in getting the business in motion. She plans to finance the business growth through debt.

Nakuru is considered a prime location for the business due to its predominantly youthful population with disposable income. The business will build a brand around an exceptional quality and affordability of its products. The product branding will be aimed at creating prestige around the product yet still affordable for the target market.

With the volume of initial investment pumped into the business, we project that the business will generate approximately four million shillings in revenue within the first year. This will be below the break-even point due to the heavy capital expenditure incurred in the first year.

We expect the revenues to gross over six million shillings by the end of the second year since the business shall have established itself and the brand will be well-known. Our market research data indicates that the business will experience a rapid uptake in the town and we should easily attain our sales targets.

We are looking at a long-term investment; therefore, we are patient enough to wait for the substantial returns when the business has established itself.

1.1 Our Mission​

Our chief aim is to provide prestigious, rich and nutritious frozen dairy products from natural, fresh, and creamy ingredients.

We aim to achieve this through a number of strategies that include providing our customers with unrivaled customer service. Our customers will also enjoy the luxury of an open, fresh, friendly and a soothing atmosphere to enjoy their treats.

1.2 Our Objectives​

Our objectives are to:

• Achieve more than four million shillings in sales revenues during the first year of operations.
• Increase annual sales in the second year by 50% or more over the initial year.
• Increase our brand awareness to reach more than 150000 residents within the first half-year of operations.
• Establish our business as the ultimate frozen dairy store in Nakuru.

1.3 Our Pillars of Success​

Whimz pillars of success will include the following:

1. Highest quality products.
2. Maintaining and growing relationships with customers to generate new and repeat sales.
3. Spending on marketing to increase brand awareness.
4. Reliance on professionals who will bring creativity and innovation into the business. This will help us stay ahead of our competition.

2.0 Company Summary​

Whimz Ice Cream Bar will buy high quality frozen dairy products from Doinyo Lessos Company in Eldoret. However, in future, we are looking at manufacturing our own frozen dairy products to control all the quality parameters.

Once we have received the frozen products, we will use our freezers to bring down the temperatures and maintain the low temperatures to preserve quality. We will add fruit flavors to differentiate the product and create our prestigious brand.

Our natural fruit flavors will help us differentiate our product from the rest of the market since many people are moving towards natural foods. These flavors are our biggest secret that will help us build a unique product besides exceptional customer support.

Our ice cream servings will be dressed with fruit salad and displayed in attractive display units.

2.1 Choice of venue​

We chose Kenyatta Avenue due to the heavy traffic is has, which will increase our exposure in the market. This will help us cover the high rates for business spaces in the area. From the rates of 8 shillings per square foot per month, we project returns of about 50 shillings per square foot per month.

Fortunately for us, we do not have serious competitors in the area. We are only competing with supermarkets that sell take-away frozen dairy products. We project to beat them since they do not offer sitting place for their customers to enjoy their treats and they have shitty customer service.

Our customers are primarily young people ages 18-25, and families who have pre-teen children. These individuals seek flavorful sweet treats. We are currently on the planning stages of the business but we plan to incorporate the business into a limited liability entity to facilitate easy business operations.

Even then, the founder entrepreneur will retain majority shareholdings of the company. To achieve this goal, the company is seeking to raise two million from private equities and an additional two million from debt.

2.2 Start-up Summary​

This business will need one million shillings to fund inventory, licenses and other initial expenditures. The equipment and premise improvement will cost 2.5 million shillings and an additional 400,000 shillings will cover the legal fees.

2.3 Company Ownership​

Jane Auma will own the business with one or two more additional shareholders. She will contribute two million shillings (from debt and personal savings) while the other shareholders will contribute 1.6 million to fund the startup.

Jane will retain majority shareholder position in the business. An exit strategy for any of the shareholders will be set by creating a buy/sell agreement once the limited liability company is functional.

3.0 Products​

Dairyteq will sell prestigious frozen dairy products in Nakuru. The products will be made from fresh cream under the highest standards of hygiene and food safety codes. Most local population get the all too common chocolate, strawberry and vanilla flavor ice creams.

We aim to create more options for the consumers and provide them with a relaxing environment to enjoy. Our numerous flavors and fruit salad dressings will create more options for the customers and set our brand apart from the rest of the market. We aim to pioneer this industry and offer an exceptional quality service that surpasses our customers’ expectations.

Customers can choose their own flavors of frozen yogurt through self-serve (original tart, vanilla, chocolate, strawberry, mango, peach, pomegranate, raspberry, blueberry and many more) and then choose their own toppings (over 46 new toppings daily).

Here is a list of some of our products:

Frozen Custard​

• Has a rich flavor due to its egg foundation
• Less Fat and Sugar than Most Premium Ice Creams (low calories for you)
• We use only the highest quality ice cream, not one with these defects.
• Made fresh every day so that the customer has a nice experience each time.
• Heavier due to lesser overrun.

Whimz cream ice​

• Very tiny crystals for a textured mouth feel. (with custom flavor)
• Made from sweet low-fat cream
• No egg foundation used
• Real fruit concentrate

Advantages of our products​

• Carefully prepared from low-fat products and minimal sugar to reduce the number of calories in your diet
• Contains essential minerals and vitamins such as protein, potassium, B vitamins thiamine, riboflavin, B6 and B12
• Pro-health due to the presence of bio-cultures that promote positive health through aiding of digestion and positive metabolism.
• Presence cultures will help those with lactose intolerance
• Better than other frozen dairy products in the market because we have made this product with you in our mind. Commercial manufacturers make these products with your money in their minds.

4.0 Market Analysis Summary​

Our ice cream business plan is targeting Nakuru town, Kenya. This town is teeming with more than 1.5 million residents, majority of whom are university students and young working families and business owners. We have broken down the overall demographics for our target market as follows:

• 9% of the population are people over 65
• 23% are people between 45 and 64
• 27% are people between 25 and 44
• 26% are people between 18 and 24
• 25% of the population is under 18

(Data from KNBS).

The young population has disposable income to spend on instant gratification. The median annual income for the working-class person in Nakuru is 300,000 shillings. We will target these young working-class people, college students and young couples with pre-teen children.

Since young families have tight budgets die to school fee commitments, they do not have enough money to spend on vacations. We aim to give them an opportunity to bond together over a nice healthy frozen dairy product. We aim to make women our brand ambassadors since they tend to form brand loyalty to nice foods. Women also tend to indulge during parties or when stressed.

4.1 Market Segmentation 18-24-Year-Olds​

This group forms the bulk of our target market with disposable income. These are either single or college going, or they are freshly employed. They do not have many responsibilities yet and they can spare some money for a nice treat at a good joint. They are mostly dating and are very eager to impress their mates. This group tends to spend more than the

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