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 * NOTES **


 * I HAVE UPLOADED MY FINAL PART (Niwaz Kaur Mann) under my section. **
 * SAME JAMIE ROBINSON **

ISLAND LIME, by ISLAND Brewing Company

Market comparison: Moosehead lager (http://www.moosehead.ca/)

6 Plan sections:

-written last, summary of everything up front -two pages max
 * The Executive Summary**

-5 w's -keep it simply, avoid industry jargon -fine details, contact info, start date of business etc
 * Identify the Business Opportunity**


 * Marketing & Sales Strategy**

-how will we promote ourselves to target market -communication mediums? -how will we differentiate from competition? -position? high class or budget? -pricing structure, volume discounts? loyalty incentives?


 * Our Team**

**EVERYONE DOES THEIR OWN**
-organizational chart -bios

Jamie brings 20 years of experience in the beer brewing industry, and has been involved in numerous successful product launches. Prior to joining ISLAND Brewing Company in 2004, he successfully brought "Stella Artois" to the Canadian market under the Molson Brewing Company brand. He now resides as VP of Product Marketing at ISLAND, and will continue to do so throughout the ISLAND LIME launch. His skills involve market analysis and brand development. His youthful appearance and ideology keep him connected with the beer beverage market, which allows ISLAND more capitalization of the market.
 * Jamie Robinson**

-job descriptions -required skills -training requirements/recruitment plans -don't underestimate this section, investors need to know you and feel confident

-day-to-day operations -facility requirements -IS management -IT hardware/requirements
 * Operations**

(Income Statement and balance sheets in word) -profit and loss forecast, fixed and marginal costs, required sales to cover costs
 * Financial Forecasting**

In the first year we believe we can sell approximately 100,000 units. We have evaluated the percentage of the market who have purchased, are interested, and who will purchase beer with in lime flavour. Following years will only see an increase of sales. Increasing up to 50% each year for the next 5 years.
 * Sales Forecast**

Since we already have the facilities in place to make this product, the majority of our capital expenses will be in research & development, market research, and brand development/advertising. As this product is very similar to our current ISLAND beer, only a minor amount of “tweaking” will be required to add lime flavour, source the ingredients, and put it into production. We believe that only $10.5 million is all we need to create this product.
 * Capital Requirements**

ISLAND Brewing Company has been around for many years, and our proven track record ensures at least a return on our investment. Therefore we do not foresee any risk involved in the investment of these funds into the product, as at a minimum we will recover our investment.
 * Investment Insurance**

In our first year we will be able to recover the $10.5 million spent in development of this product.
 * Repayment Plan**

ISLAND Brewing Company plans to use it’s vast retained earnings to fund this project.
 * Income Sources**

The product never passes quality control at the board of director level. It would then be scraped, and the entire $10.5 million wasted. Since we have the capital to fund this project, it would have very little effect on the operations on the rest of the firm.
 * Worst Case Scenario**

Should the lime flavour not “work” with ISLAND beer, we would also consider additional flavours, should the market research allow it. However, due to the minimal cost of this project (proportionately to our net income), we do not foresee this to be an issue.
 * Contingency Plans to Offset Risk**

The beer market is a rapidly changing market. This is why risks and bold new strategy’s are required. If you play it safe in this market, you simply won’t last. An example of a rapidly adopted product from Labatt, from a well-known business strategy column, “Labatt enjoyed its most successful new product launch ever with the introduction of Genuine Draft, a cold-filtered beer that grabbed a six per cent share of the Ontario market within 12 weeks of hitting Brewer's Retail shelves.” (http://www.strategyonline.ca/articles/magazine/19970623/16591.html) Although ISLAND beer cannot expect to achieve a six percent market share within weeks of launching it’s new lime flavoured product, this does offer some perspective into the profitability of new product launches.
 * Industry Benchmarks**

Toloue Ghasemloo founded the Island brewery in 2005, on theTahiti Islands. Today, Island is one of North America’s finest and most consumed beer brand.

Island Brewery has been shaped by 5 years of excellence. Since 2005, the company has remained focused on serving its customers and consumers in the best possible way. By continually finding innovative ways to enhance products and the consumer experience, Island has recently become an internationally renowned brewer.

As a brewery we are never completely satisfied with our results, which ultimately fuels our company. Focus and zero-complacency guarantee a lasting competitive advantage.

At Island the consumer is the boss. We connect with our consumers to create products of their demand and choice.

 With a portfolio of 5 diverse beers, Island is planning to launch its new product, called Island Lime. Island Lime is a refreshing beer that provides consumers with the original-and highly successful taste of Island, with a vibrant and unique lime taste, to satisfy the taste of those looking for a truly refreshing-change of pace- thirst quencher.