Delicious organic baby food delivered

FINAL MASTER PROJECT
BUSINESS PLAN
DELIGOOGOO

TEAM:
JOAQUIM CUSCÓ
GOKUL CHANDRASEKARAN
ISIS ESPINOSA
LILIANA OCHOA

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0. Introduction
0.1. Table of contents
0. INTRODUCTION ..................................................................................................................... 2
0.1. Table of contents .............................................................................................................................. 2
0.2. Executive Summary ........................................................................................................................... 4
1. PRESENTATION ...................................................................................................................... 5
1.1. Company .......................................................................................................................................... 5
1.2. Vision/Mission .................................................................................................................................. 5
1.3. Product ............................................................................................................................................. 6
2. ANALYSIS ............................................................................................................................... 7
2.1. External Analysis ............................................................................................................................... 7
2.1.1. PESTEL .............................................................................................................................................. 7
2.1.2. 5 Forces ............................................................................................................................................ 9
2.1.3. SWOT .............................................................................................................................................. 12
2.1.4. Key Success Factors ........................................................................................................................ 13
2.2. Market Analysis ............................................................................................................................... 14
2.2.1. Secondary Research ....................................................................................................................... 14
2.2.2. Primary Research ............................................................................................................................ 24
2.2.3. Segmentation and Targeting .......................................................................................................... 37
2.2.4. Competitors .................................................................................................................................... 39
3. OBJECTIVES .......................................................................................................................... 45
3.1. Objectives and Competitive Advantage ............................................................................................ 45
4. PLANNING ............................................................................................................................ 46
4.1. Marketing Plan ................................................................................................................................ 46
4.1.1. Marketing Program ........................................................................................................................ 46
4.1.2. 7Ps of Marketing Mix: .................................................................................................................... 46
4.1.3. Communication Plan: ..................................................................................................................... 47
4.1.4. Activation Plan: ............................................................................................................................... 49
4.2. Operational Plan .............................................................................................................................. 50
4.2.1. Introduction .................................................................................................................................... 50
4.2.2. Semi Automation Machinery: ......................................................................................................... 50
4.2.3. Manual VS Semi Automatic ............................................................................................................ 57

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4.2.4. Critical Path Method: ..................................................................................................................... 57
4.2.5. Insights: .......................................................................................................................................... 59
4.2.6. Conclusion on choosing Semi-‐Automatic Method: ........................................................................ 59
4.3. Organization + HR Plan ..................................................................................................................... 60
4.3.1. Organization/Management Structure ............................................................................................ 60
4.3.2. Job Positions & Value ..................................................................................................................... 63
4.3.3. Employing Staff ............................................................................................................................... 70
4.3.4. Employee Performance .................................................................................................................. 72
4.3.5. Supporting Employees in the Workplace ....................................................................................... 74
4.4. Financial Plan ................................................................................................................................... 77
4.4.1. Assumptions: .................................................................................................................................. 77
4.4.2. Cost structure: ................................................................................................................................ 77
4.4.3. Revenue Justification ...................................................................................................................... 78
4.4.4. Source of Funds and Start-‐up cost: ................................................................................................ 79
4.4.5. Breakeven Point ............................................................................................................................. 79
4.4.6. Financial Statements plus Cash Flow Forecast Statement ............................................................. 80
4.4.7. Cash Flow Forecast ......................................................................................................................... 82
4.4.8. Ratios .............................................................................................................................................. 83
4.4.9. Scenario Analysis: ........................................................................................................................... 85
5. CONTINGENCY PLAN ........................................................................................................... 86
5.1. Risks and Solutions: ......................................................................................................................... 86
5.2. Exit Strategy: .................................................................................................................................... 88
6. CONCLUSION ....................................................................................................................... 89
7. BIBLIOGRAPHY ..................................................................................................................... 90

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0.2. Executive Summary

A passion for food led to a great idea, and that idea was made for the favorite little
persons in the World: Babies! And we simply couldn´t resist to this project because what´s
more exciting than creating and manufacturing delicious and healthy products for the future
minds and generations? So DeliGooGoo was born as a manufacturing company of baby food
made from 100% organic ingredients and conveniently delivered to your doorstep.

So after evaluating very profoundly the industry and our potential market we saw a
clear opportunity as a provider of organic baby food in Barcelona, Spain. As the years pass
by, parents and specially mothers, are embracing the idea to give their children the best
options when it comes to nutrition and when they mix the idea of having an organic product
mixed with the idea of “homemade food” they love it. So we decided to select the right
process that will let us achieve the efficiency and quality to be just like homemade food.

Why now? Our mothers and babies will love it and besides no one else is offering
that uniqueness of flavors and handcraft that characterizes DeliGooGoo. We invite you to
read more about our idea and join the team that will feed the future minds of Spain…

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1. Presentation
1.1. Company
During our stay in Barcelona we discovered that day after day new businesses related to
organic food were opening in the city. Furthermore, there is clear tendency to eat healthier
products with sustainable background. In one of our several researches about existing
businesses in United States, we found that there were many companies offering healthy
choices for adults and for babies through online and offline distribution. This was a perfect
click for us, since one of our group member has nieces and after doing some exploration in
the baby industry the result was that there were no homemade fresh baby food in the
market, but only jarred and frozen products in shelves not fresh enough for what we´ve
been looking for. Even though no one in the group has children yet, we are food lovers and
care about what we eat, and for the future, we have realized that good nutrition is not only
important to adults but is even more important to instill since the childhood natural flavors
and products that are obtained from a fair treatment to the environment. That´s how
DeliGooGoo was born.

1.2. Vision/Mission
Vision
Give children the best food that they deserve to grow healthy and happy, maintaining a
sustainable process that respect our planet.

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Mission
We want to provide your baby fresh, organic and healthy meals. We know how difficult is to
balance work and family time, and in that way we want to save time for parents and
guarantee the adoption of healthier habits and future choices when it comes to nutrition.
We believe that our products should be created with the lowest ecological footprint
possible.

1.3. Product
DeliGooGoo makes high-‐quality, organic and fresh baby food focus on parents that need
convenience using a sustainable process to promote a positive footprint.
Our product comes in three different tasty fruit flavors (with a touch of orange that will give
a boost of vitamin), two vegetable nutritious flavors and different seasonal vegetables and
fruits. The products we offer are:
-‐ Banana
-‐ Apple
-‐ Pear
-‐ Vegetables 1: Potato + Bean + Carrot
-‐ Vegetables 2: Potato + Bean + Carrot + Zucchini
-‐ Seasonal Vegetables: Pumpkin, Tomato
-‐ Seasonal Fruits: Plum, Grape, Apricot
The product is delivered using e-‐commerce platform and is also distributed to certain
gourmet stores.

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2. Analysis
2.1. External Analysis
2.1.1. PESTEL

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Political
In Barcelona, city council take care of political decisions in the city. Everything is
working under rule of law. There are eventually some political events. It is a stable
environment to start a food business.

Economical
GDP is increasing slowly in Spain the last years. Spain has a 23.2% unemployment
rate, the second highest in Europe. In Spain, women need to find a job like an extra income
and they need new food services like our business. We need to monitor the rising price of
raw material goods from organic suppliers and changing consumer budgets, and adapt our
product when it will be necessary.

Social
The rate of unemployment in Spain is high due to the lack of acquiring of European
labor standards. Following this, there is an existing unrest caused by the evictions allowed
by the laws that do not protect those disadvantaged. Labor and social reforms must be
done.

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Technological
Spain considers that internationalization is inherent to innovation, and this helps
companies to develop an International strategy. DeliGooGoo plans to incorporate this
strategy with attractive products and efficient processes.

Environmental
There are some threats in the environment in Spain. The agriculture is the main
resource from our business and it is strongly regulated by government and Spain has the
commitment to preserve the environment.

Legal
There are rule of Law in Spain. Every business should fulfill particular regulations
from their business. In our case, we need to accomplish the food sector rules.

2.1.2. 5 Forces
DeliGooGoo is a manufacturing baby food company made from 100% natural ingredients for
babies between the age of 4 months and 48 months (4 years) in Barcelona.

Industrial Competitors
Our direct competitors for the baby food at Barcelona are:
·∙ Hero Baby (Hero Group)
·∙ Nestle Naturnés (Nestlé, S.A.)
·∙ Hipp (Hippo GmbH)
·∙ Baby bio (Vitagermine, SAS)
·∙ Nutribén (Alter, S.L.)

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We also have one indirect competitor through Internet by a web based company,
www.Babymeals.net, which mainly provides food for babies.

Our competitors focus mainly only on offline business, but we DeliGooGoo focus both
offline (stores) and online distribution. As a result, we have an advantage over our
competitors.

Potential Entrants
·∙ Holle (Holle baby food GmbH)
·∙ Sunval (Sunval Nahrungsmittel GmbH)

There are originally German based companies that could enter the Spanish market and
expand their size in Barcelona. Currently they focus on Murcia and Andalusia areas in Spain.
Even though they are already offering their products in Spain, they have not penetrated the
market in Barcelona and they are mainly focusing on south and west regions. In the future,
this may change but as long as we maintain our quality and competitive advantage, we can
assure a position for ourselves in the market.

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Suppliers:
Our supplier is Hortec SCCL, that operates through Mercabarna Barcelona, they
ensure us receiving on time all goods that are going to be processed in our production
system. Hortec SCCL is part of The Fruit and Vegetable Wholesalers’ Association (AGEM) and
The Spanish Society of Organic Agriculture (SEAE), and meets all the requirements approved
by the CCPAE (Catalan Council of Agrarian and Agriculture Production).

Our relation with the supplier must be close, since our product is based on the quality of the
goods and also are delivered to a sensible consumer.

The main problem we may face with suppliers is seasonal fruits and seasonal supplies of
vegetables. This will force us to change the mashed food according with the seasonal foods
and other fruits throughout the year.

Buyers:
Our buyers are parents who look for convenience by saving time in the preparation
and purchases. Taking in consideration that the price of the product will be higher than our
competitors, buyers will need a certain level of annual income to be able to afford our
brand.

The main challenge in this stage is to build a brand image in the consumer's eyes, so we
need to create a marketing campaign that allows a close connection with the potential
buyers.

Mothers and expectant mothers are key consumers for our business, therefore we need to
look close what are their behaviors, what are their general thoughts about organic baby
food and what are the principal characteristics of their demographic cluster.

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Substitutes:
The Substitutes for our products are home prepared food by Parents. When parents
think of giving the same food as they have for babies, the substitution for our products
begins. This will not affect us in an important way, since baby food is mostly given to babies
aged 4 to 12 months.

2.1.3. SWOT

The SWOT analysis above reveals DeliGooGoo has a number of strengths, which
translate into business advantages. Notably, we offer a product with unique characteristics
in the baby food market that involves organic and fresh ingredients, e-‐commerce platform
and sustainable delivering. Further, recent trends care environment and organic food, which
is aligned to current expectations from the consumer market for business to take a greater
responsibility towards the wider macro environment. The SWOT analysis revealed that
threats are the low birth rate and the decreasing growth of the Spanish economy. Our core
weaknesses, DeliGooGoo is a new brand in the organic baby food market and high-‐price
product inside a baby products market without food preservatives. Overall, however,
DeliGooGoo strengths overshadow their weaknesses and many of their weakness are being
tackled by marketing strategic actions and our product uniqueness in the Barcelona organic
food market.

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2.1.4. Key Success Factors
DeliGooGoo focuses in stores and online ordering, as a result, it has a little advantage over
our competitors.
This product encourages long-‐term benefits like improved health combined with short-‐term
benefits such as good taste and freshness.
Our product encourages more sustainable consumption and production policies.

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2.2. Market Analysis

2.2.1. Secondary Research
Information search was made for two targets that need to be present in the development of
the Marketing Plan:
1. Babies of Barcelona City from 0-‐4 years old
2. Parents of Barcelona City with middle-‐high income status that would be willing to
expend part of their income in premium quality brands

Research Information for Demand: Babies
● Total number of Population in Spain, Catalonia and Barcelona (2014)
-‐ Total number of population in Spain= 46.771.341
-‐ Total number of population in Catalonia= 7.518.903
-‐ Total number of population in Barcelona= 5.523.784

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Figure 1. Total number of Population in Catalonia by province (2014) Note: Catalonia is one
of the 17 autonomous communities that represent Spain, and Barcelona is the capital of
Catalonia.

● Number of Population in the State of Catalonia by sex and age groups (2014)

-‐ Number of population in Catalonia from 0 to 4years old= 385.943

Figure 2. Total number of Population in Catalonia by Age and Sex (2014)

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● Number of Population in the city of Barcelona by sex and age groups (2014)

-‐ Number of population in Barcelona from 0 to 4 years old =68.901
-‐ Number of births in Barcelona in 2014= 13206

Estadística del Padrón Continuo a 1 de enero de 2014. Datos por
municipios
08.-‐ Barcelona

Población por sexo, municipios y edad (año a año).
Unidades: personas

0 1 2 3 4
Ambos sexos
08019-‐Barcelona 13206 14026 13972 13954 13743

Fuente: Instituto Nacional de Estadística
TOTAL 68.901

Figure 3. Number of Population in Barcelona from 0 to 4 years old (2014)

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Research Information Target 2: Mothers
● Income Band by Age in Spain (2014)
-‐ Highest concentration of total gross income in Spain between age group 32-‐49
denominated “the Hot Spot”
-‐ In 2014, Spaniards aged 32-‐49 represented 35% of the total population with more
than 15 years old
-‐ Typical profile for this bands are well educated and experienced professionals who
hold managerial positions in the public and private sector.

Figure 4. Spain total income (2014)

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● Middle – High Class in Spain (2014)

-‐ Middle Class in Spain is composed of households with an income between 75% ($US
30.000) and 125% of the median income
-‐ As a share of the total number of households, the Spanish middle class was a
stagnant at 26.7% between 2009 and 2014

Figure 5. Household Income Distribution (2014)

● Middle – High Class in Barcelona (2013)

-‐ Population of Barcelona of middle and high class is represented by 58.2%

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● Total Consumer Expenditure by Region (2014)

-‐ The region of Catalonia (with capital city in Barcelona) is the country's largest
consumer market
-‐ Total consumer expenditure in Catalonia reached US$153 billion in 2014, equivalent
to 17.7% of the country´s total consumer spending in that year)
-‐ By 2030, Catalonia is expected to remain as the largest consumer country market

Figure 6. Total Consumer Expenditure by Region (2014)

● Average age of first time mothers in Spain (2013)

Total Births in Spain 2013= 454.648
Total First Births in Spain 2013= 223.843
By the year 2013 the total first births in Spain represented 49,23% of total births in Spain
Total Births in Barcelona 2014= 13.206
Mean Age of women at birth of first child in Spain=30 years old

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The biggest cluster for “First Time Mothers in Spain, is represented by the group age
between 30-‐39 years old with a percentage of 59,4%

Figure 7. Share of live births of first children by mother's age in the EU member States
(2013)

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● Female Population by Age groups in Barcelona (2012)

Total number of females from 30 to 34 years old =65.818
Total number of females from 35 to 39 years old= 69.143
Total number population of females between 30-‐49 years old= 257.585

Figure 8. Female Population in Barcelona from 30-‐49 years old (2014)

● Ratio of children to women of childbearing age in Barcelona (2012)

The ratio of children to women of childbearing age in Barcelona was 19 in 2012.
For every 100 women counted, 19 children can be counted

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Figure 9. Ratio of children to women of childbearing age in Barcelona (2012)

● Women´s trends in Spain (2014): Showroomprive Smart Shopping Satisfaction
survey made to 500 woman in Spain
Limited free time due to many obligations.
40% Have the need to develop new shopping techniques using Internet to employ less time.
63% Of mothers that have internet buy more online since they had children.
98% Consider that they have bought correctly if the product has lower price and dedicated
less time.
53% Of the mothers prefers products that offer higher quality

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Figure 10. Smart Shopping Satisfaction Survey to women in Spain (2014)

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2.2.2. Primary Research
With the help of Pace University (John Meletiadis and Brian Pew) we were able to use
Qualtrics to conduct the primary research. We created a survey with 26 questions targeted
to expectant mothers and mothers with children aged 0 to 4 years in Barcelona and the rest
of Spain. The questions were designed to get to know about our target and their
consumption habits in baby food. The Qualtrics project received 66 responses. Here we will
present the survey and its results:

Hello, we are visiting MBA students from EAE Business School, Barcelona attending Pace
University, NY. As part of our Master’s thesis degree completion, we are undertaking a
research study about Organic Baby food consumption habits in Spain. According to
Euromonitor, organic baby food sales accounts for 6.7 Million Euros, with an expected
growth rate of 7.3% from 2014 to 2019. This survey will take approximately 10 minutes to
complete. All responses will be held in strict confidence and will help us to understand
consumption habits of organic baby food.
DeliGooGoo

1. Where do you currently reside?

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Part 1 – Mother: (2 to 6)
2. Are you an expectant mother?

3. If the answer is no, do you plan to have a baby in the next two years?

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4. How many kids do you have at home?

6. If you said yes to having kids at home, please select the age of your youngest child:

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Part 2 – Leisure Habits: (7 to 9)

7. Please choose the option in which you agree or disagree with the following statements. I
prefer my leisure activities to provide some…
By order of agreement (Strongly Agree + Agree):
Health benefits (Exercise)
Entertainment (Movies, Music, etc.)
Social benefits (Meeting People)
Adventure (Trying something new)
Informational value (News, Blogs, etc.)
Educational value (Museums, Exhibits, etc.)

8. After explaining what do you like to do during your leisure time, what specific activities
do you usually do? Please check all that apply.

Answer Response %
Competitive Sports (Football,
Basketball, Soccer, etc.)
15 23%
Recreational Sport (Bowling, Tennis,
Golf, etc.)
17 26%
Fitness Activities (Pilates, Yoga, etc.) 35 53%
Walking/Running 49 74%

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Meeting Friends/Relatives 59 89%
Visiting Social Media Sites
(Facebook/Instagram/Twitter/Pinteres
t...)
45 68%
Reading and Writing 49 74%
Relaxing at home 52 79%
Cooking 44 67%
Going to Museums/Exhibits 35 53%
Going to Cinema/Theaters 61 92%
Going to Concerts/Festivals 30 45%
Eating Out at Restaurants 50 76%
Discovering new places to shop 29 44%
Shopping Online 34 52%
Shopping Offline 36 55%

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9. On average, how much time do you spend on leisure activities in a week?

Part 3 – Media and Internet Habits about food products (10 to 12)

10. Which of the following media sources do you use to get nutritional information about
food products. Please rank order the following: 1= most preferred, 8= least preferred.
By order of preference (Most to least):
Internet (Websites and Blogs)
Doctors/Nutritionists
Broadcast (TV and Radio)
Friends and Family
Social Media
Print (Newspapers, Magazines, Books)
Conferences and Workshops
Outdoor Media

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11. Given below are statements related to obtaining information about food products,
please indicate how often do you use the sources:
I use the Internet to buy food products: between less than once a month and once a month.
I use social media tools to obtain information: between 2-‐3 times a month and once a week.
I rely upon doctors and nutritionists to obtain information: between 2-‐3 times a month and
once a week.
I use mass media to obtain information: once a week.

12. Thinking about your latest online purchase, how much did you spend on food within the
last 30 days?

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Part 4 -‐ Baby food (13 to 18)

13. How often do you feed your baby per day?

14. Given below is a matrix with three categories (make baby food at home, purchase it, or
both). Please indicate your choices thinking about your personal situation.
# Question Make Purchase Both
Total
Responses
Mean
1 Expectant 29 14 23 66 1.91
2
With child
of 0 to 1
years
23 14 29 66 2.09
3
With child
of 2 to 3
years
16 12 38 66 2.33
4
With child
of 4 years
and above
15 12 39 66 2.36

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15. If you purchase, how often do you buy baby food?

16. How much do you spend in baby food per week?

17. Given below are various factors, considered in the purchase of baby food, please
indicate the degree of importance or unimportance.
By order of importance (most to least):
Nutrition
Taste
Freshness
Shelf Life

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Organic
Eco friendly
Price
Brand name
Packaging

18. Please select to what extent you agree or disagree with the following statements:
By order of agreement (most to least):
I receive more information on the Internet than shopping at Gourmet stores
I would rather buy directly in a Gourmet shop than waiting to receive the Online order
I follow trendsetters in the baby food industry over the Internet
I shop at gourmet stores for baby food
I shop for baby food using an internet delivery service
Gourmet stores do not offer the convenience of internet delivery
Internet delivery services are not reliable
Shopping for baby food at gourmet stores costs the same as shopping online

Part 5 – Organic baby food (19 to 22)

19. If you purchase, how often do you buy organic baby food?

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20. How much do you spend in organic baby food per week?

21. Please select to what extent you agree or disagree with the following statements:
By order of agreement (most to least, lowest mean)
I receive more information about organic food on the Internet than shopping at Gourmet
stores.
I would rather buy directly in a Gourmet shop than waiting to receive the Online order
I shop at gourmet stores for organic baby food
Gourmet stores do not offer the convenience of internet delivery
Shopping for organic baby food at gourmet stores costs the same as shopping online
I shop for organic baby food using an internet delivery service
Internet delivery services are not reliable

22. Given the list below, please rank order which of the sources do you use get information
to buy organic baby food: 1= most preferred, 8= least preferred

Internet research
Doctors and Nutritionist
Friends and Family
Newspapers Magazines
TV/Radio
Facebook

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Pinterest and Instagram
Twitter

Part 6 – Personal information (23 to 26)
23. Please indicate your marital status:

24. Please indicate your highest level of education:

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25. Please indicate the total annual household income:

26. What is your occupation?

Finally, we were able to know that 45% of the sample resided in Barcelona, 55% were
expectant mothers and 45% had children aged 0 to 4 years. We found out that most of the
sample matched with the definition of Middle Class: education, annual household income,
and occupation.

We also find interesting connections between their leisure habits, health benefits and the
practice of sports and exercise that helps them in that way.

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Related to consumption habits of baby food, mothers spend more than 25€ and purchase
more than once a week. They mostly feed their baby at least 5 times per day.

The results vary when we ask them about consumption habits related to organic baby food,
there is less % of the sample; this less percentage means that we would need to make
stronger efforts when creating awareness.

The three most important factors considered in baby food are: Nutrition, Taste and
Freshness; therefore, in marketing campaigns it should be strongly stated that our product
has these three factors.

2.2.3. Segmentation and Targeting
The results and findings obtained from primary and secondary research were helpful to
determine the potential target market for Production, Demand Estimates and
Communication Plan.

Step 1: Demand Estimation
We defined the size and profile for the potential demand, based on the following criteria:
“Babies from 0 to 4 years old, located in the city of Barcelona who belong to the middle-‐
high social band”
The total number of babies fitting this specific criteria was calculated through a breakdown
of the total population of Spain, reaching a total population of Barcelona and finally
obtaining a potential size demand of 40,000 babies.

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Step 2: Market Segmentation
For the communication plan we identified the demographic, psychographics and
behavioral factors that correspond to our target market. We will specifically target
expectant mothers and mothers between 30 and 49 years old who live in the area of
Barcelona and with an annual household income above 30.000€.

Demographics Women in their 30´s and with one child represent 59.4% of the female
population in Spain
Almost 49,000 women from 30 to 49 years old are mothers with
children between 0 and 4 years old
The cluster between 30 and 49 years old have an annual household
income above the median income. Therefore, they enter in the middle-‐
high class category
Status: Married
Psychographics Mothers that use Internet sources, Pediatricians and nutritionists
recommendations for their baby's health
Mothers embracing healthy choices for them and their family
Behavioral Mothers that feed their babies an average of 5 times per day

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Mothers spending more than 20€ per week for their babies
Mothers that buy baby food at least one time per week

After doing a segmentation of the market of women in Spain, we found the actual
potential market for our business, totalizing 49,000 women that meets the criteria selected
before.

2.2.4. Competitors
Direct Competitors Brand Shares -‐ Organic Baby Food
When we look at the market share of each company in the organic baby food
category, we can see how fragmented the industry is. This fact tells us that exists potential
for new players in the market.
In general, prepared baby food category registered a poor performance, declining 7% in
current value terms in 2014. This underperformance is strongly attached to the trend of
parents increasingly cooking at home for their children looking for nutritive meals made
with fresh ingredients. Additionally, parents are trying to decrease some expenses due to
the uncertainty in the future economic context.
The top performer for this category in 2014 is Hero Baby. Their success has a direct relation
with the introduction of a variety of products (smashed baby food, juices and yoghurts)

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made with 100% natural ingredients. Hero Spain has also maintained a solid marketing
presence, launching on 2014 a campaign that motivate Spaniards to embark on the
adventure of having children in response to the declining birth rate and the impact of this
event on the baby food category. The brand aims to connect people who are in the process
of deciding whether to become parents, promoting their brand through different online and
offline communication channels.
Nestlé Spain S.A has remain as the second leader in baby food category with 16.86% of
market share in 2014. The Swiss multinational has a strong image in the community of
parents in Spain, and they really know how to focus on nutrition and health, having an
aggressive presence in all distribution channels.
Private label projected a dynamic performance on 2014. For brands like Carrefour Eco for
example, they reflected an increase of 1.1% along 4 years (089% to 1.99%). The growth of
this brand corresponds to a competitive advantage they offer in terms of price and quality.

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Competitor´s Marketing Mix (Product, Price, Place, Promotion)
Product
In Spain, parents are getting more concerned about healthy habits for their children,
selecting appropriate products for this new trend. It is expected, that competitors will
increasingly focus on healthier recipes and more natural ingredients for their new product
developments. Products made from organic ingredients and natural alternatives, compared
to those products with lots of processing and preservatives, will likely lead the way in terms
of new product innovation.
On the other hand, massive consumer brands such as Hero Baby and Nestle present a
diversified portfolio. These type of brands can offer at the same time an average of 12 SKU´s
with different type of flavors, vegetables, fruits and protein. Local ingredients are present in
some products to have a better adaptation for consumers.
When it comes to packing, jars made of glass become a preferred material for two things:
cost and preservation of the mix. Pouch packaging can be seen in products with small
portions; the product packed in a pouch can be associated with convenience (light material).
None of the brands declare to be homemade food or have as attribute freshness.
Nevertheless, most of them affirm to have a good control in terms of adding sugar, salt,
additives and colorants.

Brand Target Ages
Number of
SKU´s
Ingredients Size
Type of
Packing
Hero Baby 4-‐12 months 17 No Additives
No Gluten
No Sugar added
125-‐235 gr Jar
Nestle 4-‐12 months 12 No Additives
No Colorants
No Gluten
No Sugar added
No GMO
80-‐250 gr Jar
Pouch

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Nutriben 4-‐12 months 8 No Additives
No Colorants
No Gluten
No Sugar / salt
added
No OGM
Elaborated
exclusively with
100% organic extra
olive oil
125-‐250 gr Jar
Hipp 4-‐12 months 12 No Additives
No Colorants
No Sugar added
No GMO
100-‐250 gr Jar
Carrefour Eco 4-‐12 months 11 No Additives
No Colorants
No Gluten
80-‐250 gr Jar

Price
Price of top competitors vary between a range of 0.9€ and 2.20€. Hero baby and private
label brand Carrefour Eco have a clear competitive advantage in terms of price, offering low
prices with more quantity. At the moment, only Hero brand is offering a product with 190
gr at a price of 1,65€ for 2 jars and Carrefour Eco which offers a product of 100 gr at a price
of 1,46€ for 2 jars. For the jar selection used for production process and as well knowing
that the mix will only last 3 days after opening, it would be more convenient to sell a set of
jars in small portions (100 gr).

€ 80 gr 100 gr 125 gr 130
gr
190
gr
200 gr 235
gr
250 gr
Nutribe 1,05€-‐ 0,8€-‐ 1,25€ 1,05€-‐

43
n 1,35€ * 1€
*
2,10€ *
Nestle 0,9€ 1,15
€ *
1,08€-‐
2,20€ *
1,05€-‐ 1,10
€ *
Hero 1,09€ * 1,65
€ *
0,99€
Carrefo
ur Eco
1,71
€ *
1,46€
*
1,28€ -‐
1,95€ *
0,89€-‐2,2€
*
* Note: This product is sell with 2 package units

Place
Most of the brands that are listed in the table below, orient their sell efforts through
different distribution channels, but especially through big retailers. Private brands like
Carrefour Eco only sell through Carrefour group.

Top competitors have a significant presence on big retailers but when it comes to gourmet
shops their presence is null. Yet, there are some small brands that do online sells through
important gourmet shops like VERITAS.

When we evaluate the competition in the gourmet shops level, we find: few products, many
products controlled by gourmet shop through online and offline presence.

In regard to online platforms, Hero and Carrefour Eco sell on their own platforms, while the
rest of competitors do it through specialized baby products Webpages, such as
www.bebitus.com

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Physical
Online
Platform
Nutriben Supermarket
External
(Befits)
Nestle Supermarket
External
(Bebitus)
Hero Supermarket Yes
Hipp Pharmacy
External
(Bebitus)
Carrefour Eco Supermarket Yes

Promotion
For mass consumption brands, having an aggressive online and offline campaign don´t
represent a problem for them. Companies like Hero and Nestle make enormous efforts to
attract and maintain the loyalty of their consumers. On 2014, Hero developed an interesting
campaign with a video called “The madness of being parents”. For this campaign, Hero
designed different offline activities and simultaneously promoted the brand in different
online activities impulse through social platforms.

Most of competitors offer an integrated online presence in Social platforms (mainly
Facebook and Twitter). Furthermore, competitor´s Web Pages offers content related to
nutrition and health tips for babies.

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3. Objectives
3.1. Objectives and Competitive Advantage
Our competitive advantage is based on a product that is offered with a different variety of
flavors, bringing together a uniqueness of freshness and homemade that characterizes
DeliGooGoo. We are focusing on a niche market of mothers and expectant mothers, that
need more than just processed food, but real food made from 100% organic ingredients
with absolutely no additives and with nutritious value to the mix. We deliver our product
conveniently, giving the opportunity to parents to purchase it directly from us in
www.deligoogoo.es or purchasing through VERITAS Gourmet Shop. The future generation
needs a World where they can live in and we are committed to this thought, therefore we
are proud of our business that includes a careful selected process with sustainable stages,
since the moment that we receive our supplies until the final delivery using eco-‐friendly
alternatives.

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4. Planning
4.1. Marketing Plan
4.1.1. Marketing Program
Every Business needs a very good marketing plan to attract and survive in the market.
DeliGooGoo, as a new startup, also wants to attract our potential buyers, previously defined
in the target market section. As we said before, they are expectant mothers and mothers
with children ages between 0-‐4 years old.

4.1.2. 7Ps of Marketing Mix:
We have to follow the 7Ps, that help us to know better about ourselves and allows
the investors to know about the company better. Mainly it lets the buyers to understand
about company very well with the information reaching over them. So based on this we can
adapt to the demand based on the buyers and users satisfaction. We will explain each
section:

Product:
We make 5 flavors, which consists a portfolio of 3 fruits and 2 vegetable purees. The
flavors prepared will be further explained in the operational plan. Our product is presented
in 125 gram jars for babies between 4 months and 4 years old. The food is as fresh as home-‐
made food which will be loved by the babies along with other food like Breastfeed milk,
Powder milk etc.,

Price:
From our research, we have concluded that babies eat 5 times per day. So after
calculating the costs related to operations plan we have finally quoted a price of 1.75 € with
a mere profit; which is between the range of our competitors prices.

Place:
For the convenience and easiness to reach the customers, we use both online
platforms and Gourmet stores. The buyers can reach through this platform and order our
products and get delivered at their required time. On the year 1, we plan to have an alliance

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with Eco VERITAS Gourmet shop, one of the most successful Organic stores of Barcelona.
The alliance with gourmet shops will be increased based on our demand need.

Promotion:
For our Promotion we use traditional strategy to have a strong impact and create
brand image. Promotion is also carried out using the online social media and blogs to reach
our potential customers.

People:
We are customer-‐oriented team who would be working mainly on the parents’
needs for the nutrition of their baby. We take care of their needs in producing the healthy
and fresh baby food so that the parents will be convinced with the product.

Process:
DeliGooGoo is transparent in their process and ingredients that are used to make the
final product. We want to build trust with the buyers compared to other competitors who
are less transparent. The method we use to make the product is a sustainable process from
the beginning to the very end.

Physical Evidence:
We reach our customers through the online platform, so we have designed our
website to generate interest to our target market. Apart from detailing our products we
offer tips from nutritionists and doctors. Our Webpage is www.deligoogoo.es

4.1.3. Communication Plan:
After a clear Marketing strategy, a business must have a strategic communication
plan that involves those marketing strategies. We understand how can we reach the
customers and how they respond to it. Our communication Plan rests in 4 pillars:
Awareness
Interest
Desire
Action

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Awareness:
DeliGooGoo is a new startup company. The company and the product should be known to
Potential customers so we need to create the awareness of the brand initially. We create awareness
to our customers through Facebook ads by paid media. We also advertise as Digital banners to have
a clear idea of our product when they look over the banners in blogs and other platforms. We also
participate in street fairs in Barcelona every month to clear the doubts and give a clear information
of our brand for the customers.

Interest:
After creating those awareness, we reach our interested potential buyers by
Facebook page providing some tips for the expectant mothers and newly birth giving
mothers. So that they can learn from our Facebook page about the upbringing of baby
without any confusion on reaching and getting information from others. This tips and useful
information will be provided by the Mothers and their previous experience on these issues.
We also reach our potential buyers by the email marketing which gives them information
about our offers and also provide some tips on providing healthy food for their babies.

Desire:
Then we create the desire to buy our products by creating Brand endorsement through blogs
and with the help of Pediatricians. The mothers follow the trendsetters as blogs to know about the
information about their healthy baby food.

Action:
To generate conversions we will use two strategies:
• “Order your Free Samples NOW”: to generate engagement, we will offer free delivery
samples in our Website as a gift for expectant mothers or mothers that already have
children. The person that wants to do the present, will just have to enter to Deligoogoo.es
order the free samples through our e-‐commerce platform and we´ll be in charge of delivering
for free to the selected address. This promotion will last for one month and will be launched
in the month of September, taking on account that there is a majority of Spanish women
having babies between the months of September and December.

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• Free delivery: the months of July and august are expected to have less sales, so to impulse
and increase conversions, we plan to offer free delivery to any address inside Barcelona area.

4.1.4. Activation Plan:
We had our way of communicating customers. Now we need to know our activation plan to
know how the budget is wisely spent on each media.

Through paid Media like Facebook ads, brand endorsement, and Blogging we reach our
customers. The total cost for a year will be around 1200€. Facebook's ads will be maintained for the
whole year, while Brand endorsement and E-‐mail Marketing will be done for an average period of 6
months.

The owned media contemplates media platforms like DeliGooGoo Website, Facebook page
and Instagram Account. This accounts and website are maintained for the whole year for a total cost
of 72€ and since we are to create free account in Facebook and Instagram, we do not need an
important budget for this activities.

Offline media consists on Street fairs promotions where we participate preparing a stand to
promote our business. This action plan will be conducted for 8 months with a total cost of 2,500€ in
a year. In these street fairs, flyers and give away samples will be distributed to the public.

Finally, the total budget for the Marketing Plan and activation will be of 3736 €.

50

4.2. Operational Plan
4.2.1. Introduction
Our plan has the operational unit, which is mainly responsible for process that we will be
operating to make the baby food. By Research, we have analyzed through two methods
such as Manual Method and Semi-‐Automatic Method. The Process comprises of steps such
as:
Reception, Reevaluation, Rinsing, Peeling, Juice extraction, Cooking, Smashing, Sterilization,
Bottling, Packaging.

Let us look over the machinery used for both the process.

4.2.2. Semi Automation Machinery:

Process A: Reception of raw ingredients
-‐ Raw ingredients are received from suppliers.
-‐ Operator verifies order in terms of quantity and quality.
-‐ Operator inspects general condition of all supplies to determine if they are clean and
suitable for the production.
-‐ Supplies approved are moved to the kitchen storage area in containers or
refrigerator, depending on the type of fruit or vegetable.

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Process B: Re-‐Evaluation of raw ingredients (before production process)
-‐ Food operators evaluate general odor and color of fruits and vegetables, reassuring
freshness and quality (no important signs of decomposition).
Process C: Rinsing
-‐ Ditto Electrolux 660080 LVA100B Fruit and Vegetable Washer and Dryer machine
removes any soil or contaminated particle that could affect the quality of the
process.
-‐ Machine operates in Jet Washing Cycle

Jet Washing Cycle Characteristics
-‐ Spray-‐washing in one direction for 30 seconds and for 30 seconds in opposite
direction
-‐ Drain
-‐ Centrifugation drying for 30 seconds
-‐ 30 lot of water consumption per batch
-‐ Cycle load: 9 Kg
-‐ Total time for the process: 1´30” per batch

Process D: Peeling
-‐ Manual process for: pumpkin, plum, banana and apricot
-‐ Semi-‐Manual process: apple and pear

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TOMTOP 3 in 1 Core Slicer Characteristics
-‐ Designed with a strong levered rubber suction mount on the bottom to prevent the
tool form moving during peeling fruits.
-‐ You can do peeling, coring, and slicing work in seconds and all at the same time.
-‐ All blades are adjustable, you can either just core or slice the apple, or remove the
corer and slicer blade to just peel it.
-‐ Time or process: 45 seconds for one piece.
-‐ Automatic process for: potato, carrot, zucchini and tomato.

FIMAR PPN25 Peeler-‐ CK0341 Characteristics
-‐ Constructed from stainless steel.
-‐ Safety micro switch on the upper cover & on the outlet.
-‐ Button for ejection of the food.
-‐ Timer 0 -‐ 4 minutes.
-‐ Hour Production: 450kg/h.
-‐ Automatic water jet to assist elimination of peel residues.
-‐ Extractable abrasive plate.
-‐ No peeling: spinach and orange
-‐ Peeling process for: apples, pears, potatoes, carrots, zucchini, tomatoes, carrots,
apricots, is done through:
o Automatic vegetable peeler: potato, carrot, zucchini, tomato
o Manual peeling: plum, grape, apricot, pumpkin
o No peeling: spinach

53
Process E:
Juice Extraction:
This Juice extractor helps us in extracting juice 6 fruits juice at 2 minutes. The
extractor is imported from China. It costs about 600 euros. And the only disadvantage for
any juice extractor here is it cannot peel itself and has to be peeled manually and cut into
pieces so that it quickly extracts juices.

Process F: Cooking
Product Process
Fruit puree1: orange + apple Boil orange + apple
Fruit puree2: orange + banana Boil orange + banana
Fruit puree3: orange + pear Boil orange + pear
Vegetable puree1: Potato + bean + Carrot Boil Potato + bean + Carrot
Vegetable puree2: Potato + Bean + Zucchini

Boil Potato + Bean + Carrot + Zucchini

Seasonal vegetable: Pumpkin, Onion,
Tomato
Boil Pumpkin, Onion, Tomato
Seasonal fruit: Plum, grape, Apricot Boil Plum (or) grape (or) Apricot

54

Process G: Smashing
With easy one-‐handed operation and 2 large capacity bowls you can prepare twice
as any delicious and nutritious meals for baby in 15 minutes, or sweet and savory meals
simultaneously. Baby cook pro 2x makes over 9 cups of food at one time. Refrigerate or
freeze leftovers, then simply defrost and reheat right in baby cook. Steam cooking locks in
vitamins and nutrients, a multi-‐purpose mixing blade provides just the right texture, the
timer has an audible alert to tell you when meals are ready, and all of this with total one-‐
handed operation. Make baby food like a “pro” with baby cook pro 2X.

Product Features:
o Prepare fruits, vegetables, meat or fish from raw to any stage baby and toddler food
in 15 minutes
o Unique, one-‐handed operation
o Patented steam heating system
o 2 large 4.7 cup bowls with graduation markings (9.4 cup total capacity) for steaming
2 foods simultaneously
o Narrow footprint and removable cord for easy storage
o Spatula, mixing lid/smoothie filter and recipe/menu booklet included
o Stainless steel water reservoir
o BPA, Lead and Phthalate free
o Designed in France

5-‐10-‐gallon blender
This 2x pro helps us in both cooking and smashing. It takes 10 minutes to boil and cook at
one end and it can be transferred to other end where it can be smashed for 10 minutes.

55

Process H:
Sterilizer:
The sterilizer is used to sterilize the bottle when the process of smashing is going on.
The sterilizer used here can sterilize 50 bottles at a time. It costs about 1800 €
Automatic Clean Environmental Protection Industrial Food Sterilization Machine

Application
Food processing industry, including juices, milk, drinks, beer, practical oil and canned food.

Process I: Bottling:
Brief introduction of glass jar fruit puree filling machine
1. The machine is designed controlling by piston measure and power supplied by air
compressor, efficiency and economizing on manpower and energy.
2. This fruit puree filling machine is widely used in medical, chemical.

56
3. Whole stainless steel material shell, thus it is anti-‐corrosion and durable.
4. Adjustable filling speed and volume makes glass jar fruit puree filling machine
applicable for many kinds of paste.
5. This machine adapts automatic or pedal control.
6. High filling speed and accuracy.
7. Various filling volume and nozzle number for your option.

It has air pressure of about 0.4-‐0.6MPa. Its filling speed is 15 times / min. So it can probably
fill up between 2 to 3 bottles / min. The capacity of Machine is 30 Liters.

Picture of fruit puree filling machine

So this machine is so useful in filling up the puree food and can be useful in bottling very
much.

57
Process J: Labeling & Packaging:
Labeling and Packaging is done Manually at the end of the day and for about 30 -‐ 45
minutes. These are done by 2 operators on the daily basis who are well working with other
operations will be sharing the responsibility of Labeling and Packaging.

4.2.3. Manual VS Semi Automatic
Manual:
In Manual method all the process done manually by laborers except sterilization for
which the same machine used for semi automation process was considered
Assumptions:
In Semi Automation process and Manual process we assumed that our target market
eats our baby food at least 4 times a week and we make our demand based on those target
of 1% of the total market of babies between 4 months and 4 years.
After the previous machinery description, we believed to go on with the Semi Automation
method.

4.2.4. Critical Path Method:

From the above method we can see that the batch process comprises of Rinsing, peeling,
cooking and smashing and Juice extraction at the mean time during cooking takes only 34
minutes. We reduce the total time from 4 hours to 34 minutes the whole batching process.
The boxes in yellow color shows us that Reception and reevaluation are done once every
two days at the start of the process after ingredients are received from Suppliers and the

58
batch process is done continuously for 7.8 hours and then the sterilization process is done
with Bottling and Labelling Process to be done at the end of the day. Then it is cleaned at
the end of the day.
The time table for choosing the vegetables and fruits are based on number of days we work.
We give off for the workers from Friday to Sunday. We work only 16 days a month to
achieve our demand. If the demand increases the number of working days will be increased
along with the need for demand, the time table for our preparation of the puree is
1st day -‐ orange + apple
2nd day -‐orange + banana
3rd day -‐ orange + pear
4th day -‐ Potato + bean + Carrot
5th day -‐ Potato + bean + Zucchini
Seasonal vegetable: Pumpkin + Onion + Tomato
Seasonal fruit: Plum, grape, Apricot

With changing seasons, the seasonal fruits will be replaced with one of the fruits that is less
in demand during the actual selling months. This continues throughout the year. Each
Purees prepared one day to avoid the mixing of fruits and vegetable puree. So we will be
working continuously on these five puree. Then we will make research to know the
introduction of new puree.
We hire 2 full time employees and two part time employees to work on this semi
automation process. The operational labor cost is 6.50 € per hour for an employee. The
ingredients cost per batch is 0.36 €.

59

4.2.5. Insights:
Manual:
We make 125g jar for the baby food. From our earlier research it was found that
when the process is done manually, the total bottles produced are 42 per batch and in a
month it counts to 6656 bottles. Here we work 22 days in a month. So at the end of the
year we are able to produce 79872 Bottles. This is more than our demand and we will be
wasting merely of 3200 bottles per year The COGS of each bottle was found to be 1.48 €.
Our selling price of each bottle was quoted to be 1.75 €. So the profit of each bottle will be
0.27 €. This will give us a Yearly profit of 38,164.08 €.
Machinery Price for Manual Process was found to be total of 3640.00 €. The
Electricity charges were found to be 351 €. Water Charges are found to be 60 €.

Semi -‐ Automatic:
We make 125g jar for the baby food. From the research, it was found when the
process is done semi automatically, he total bottles produced are 42 per batch and in a
month it counts to 6656 bottles. Here we work 16 days in a month. So at the end of the
year we are able to produce 79872 Bottles which is equal to the number of demand of our
market. The COGS of each bottle was found to be 1.01 €. Our selling price of each bottle was
quoted to be 1.75 €. So the profit of each bottle will be 0.74 €. This will give us a Yearly
profit of 56,742.00 €.

Machinery Price for Manual Process was found to be total of 17,834.57 €. The
Electricity charges were found to be 391 €. Water Charges are found to be 60 €.

4.2.6. Conclusion on choosing Semi-‐Automatic Method:
Even though the Machinery prices are higher, electricity cost is lower; we are able to
produce more number of bottles at a time. So we prefer to choose the Semi-‐Automatic
method as it give us more profit and the preferably the Cost of Producing is also less
compared to the Manual method.

60

4.3. Organization + HR Plan
4.3.1. Organization/Management Structure
Baby Food Industry: DeliGooGoo is a business that will provide baby food delivery services in
Barcelona area. The idea is to deliver fresh homemade baby food, ordering via our online
webpage.

Obligations of Management
Operations/Financial Manager  
Develop pricing strategies, balancing firm objectives and customer
satisfaction  Operations/Financial Manager
Negotiate with suppliers or customers to improve supply chain efficiency or sustainability.  
Prepare financial or regulatory reports required by laws, regulations, or boards of  directors.  
Prepare monthly meeting with shareholders of the Company to discuss financial  Report and
Statements.  
Supervise Production Department in terms of quality of the products and  achieved goals.
Analyze the financial impact of proposed logistics changes, such as routing,
Supervise Delivery System in terms of efficiency.
Prepare budgets and approve budget expenditures.
Resolve problems concerning transportation and logistics systems shipping modes, product
volumes or mixes, or carriers.

Structure: Scope of influence/control
Since DeliGooGoo business is in its initial phase, there are two main important facts to
consider about having a broad or narrow scope of control inside the Managerial lines:

Limitative budget for fixed costs: DeliGooGoo will start with limited budget, therefore the
shareholders and founders aim to hire just the necessary personnel to be able to run the
business.

61
Size of the business: it ́s important to emphasize that in the first three years of initial phase,
DeliGooGoo Company will try to gain some stability. Operations should be kept simple,
therefore having just the minimum staff required.

In order to establish an optimal scope of control for the Management Department, we
analyzed the operational situation for the first three years. Taking on consideration that
fewer people is going to be hired (a total of seven employees between Management,
Operation, and Delivery/Sales) and that we'll have to work with a limited budget, a narrow
span of control is desired. In this early stage, it is important to have more control over the
operative activities to assure a good service and quality to our consumers. At the same time,
the manager will have to start training the first group of employees, and because there is a
lot of probability that this group will have doubts about their tasks and performances, it will
be necessary for the manager to be 100% involved and guarantee a clear communication
with employees.

Diagram 1. Factors to consider high level of control in Management.

62
It is clear for the founders, that as the business expands the span of control from
management lines will get at the same time wider, having in the long run middle managers
that can cover some of the owner's responsibilities. Moreover, once the team is well-‐trained
and enough competent to work independently, it will be necessary to delegate some tasks
and set up more challenging goals.

The organizational structure of the company will have very few levels between Shareholders
and Managers, since one of the owners of the company is also the manager; and between
manager and lower-‐level employees there will be direct communication. A flat
organizational structure is better for this kind of startup business, having a small staff and
avoiding bureaucracy with the purpose of taking quick decisions.

Diagram 2. Flat Organizational Structure of DeliGooGoo Business.

Reporting responsibilities:
Operations Manager will have a monthly meeting with the Shareholders of the Company. In
this meeting he will have to report the following indicators and statements:
Balance Sheet, P&L Statements and other Financial Reports.  
Key Performance Indicators such as: number of conversions, total sales, number  of
deliveries, number of visits, webpage bounce rate percentage, etc.

 Apart from generating reports to Shareholders, the manager will have to generate reports
about performance of each of their employees every two months and give feedback to
them. In this way, employees could improve some of their responsibilities or recommend
changes in some processes.  

Office Manager

4 Operators
2 Delivery/Sales

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Employees in the low level will have to report continuously to the manager about their
activities, results, complaints or any incidentals in the logistics, operations or customer
service area.

Diagram 3. Communication flow in the organization (Bidirectional communication)

4.3.2. Job Positions & Value
a) Operation/ Finance Manager
Job Summary
Plan, direct and coordinate purchasing, production, distribution or planning services.
Manage logistics personnel and direct daily operations. The manager will be in charge of
coordinate all financial activities in the organization.

Job Context
87% of the work will be developed Indoor, while the other percentage corresponds  to
resolving some logistics and suppliers issues. This position requires high level of accuracy
and it is highly important to work in teams with subordinates in order to be effective in the
production process. Communication with others is crucial to make changes and decisions.
Even though there is a lot of flexibility to manage personal time and take own decisions, this
position can be highly demanding in terms of being present and be able to coordinate and
lead others.

64

Essential Job Tasks
Negotiate with suppliers or customers to improve supply chain efficiency or sustainability.  
Resolve problems concerning transportation, logistics or customer issues.  
Collaborate with the Marketing and Sales Department to integrate logistics  to other
processes.  
Supervise the work of logistics and delivery team.  
Prepare financial or regulatory reports required by laws, regulations, or  boards of directors.  
Prepare operational reports for management analysis.  
Prepare monthly meeting with shareholders of the Company to discuss  Financial Report and
Statements.  
Prepare budgets and approve budget expenditures.  
Oversee flow of cash or financial instruments.  
Resolve problems concerning transportation and logistics systems  
Analyze the financial impact of proposed logistics changes, such as routing,  shipping modes,
product volumes or mixes, or carriers.  

Knowledge, Skills and Abilities  
Knowledge
Knowledge in economics and accounting principles and practices, financial markets,
banking, and analysis of reporting financial data.  
Knowledge of business and management principles involved in strategic planning, resource
allocation, human resources modeling, leadership technique, production methods, and
coordination of people and resources.  
Proficiency in English, Spanish and Catalan language.  
Knowledge of general principles of law, legal codes, government regulations  and court
procedures.  
Knowledge of principles and processes for providing customer service.  
Knowledge of raw materials, production processes, quality control, costs,  and other
techniques for maximizing the effective manufacture and  distribution of goods.

65
Knowledge of human behavior and performance, methods of learning and  motivations,
principle methods for training and teaching individuals, recruitment techniques, selection
and training.  

Skills
Active listening: give full attention and understand what other people are  saying.  
Speak effectively in public.  
Reading and writing comprehension.  
Critical thinking: analyze and find alternative solutions to a problem  considering benefits
and costs related to that decision.  
Monitoring: assess performance of yourself, other individuals and the  organization in
general, in order to adjust actions.  
Complex Problem Solving: Identifying complex problems to develop options  and implement
solutions.  
Time Management: manage own ́s time and time of others.  
Management of Personnel Resources: motivate and direct the team as they  work.
Abilities  
Oral Comprehension: ability to understand information and ideas presented.  
Oral Expression and speech clarity: ability to communicate information and  ideas speaking
with others.  
Written expression and comprehension: ability to communicate ideas in  writing and
understand information clearly.  
Problem sensibility: ability to identify a problem.  
Inductive reasoning: ability to combine pieces of information to solve a  problem.  
Fluency of ideas: ability to come up with different original ideas about  certain topic.
Operators:  
Job Summary
Take part in the process of Baby Food production.
Job Context
This position requires an ability to work in team with the other operators and aligned with
the Operational Manager. The person will be most of time standing for preparation of foods.
The person is exposed to the risk of getting minor burns, cuts during the production process.

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Compensable
Factors
Job evaluation for Operations & Finance Manager
Level (1-‐4) Weight Points
Skill (50%)
Educational level 4 30% 120
Degree of technical
skills
2 20% 40
Responsibility
(40%)

Scope of control 4 20% 80
Impact of job 4 20% 80
Effort (10%)
Degree of problem
solving
4 5% 20
Task complexity 4 5% 20
360

b) Operators
Essential Job Tasks
Monitor and maintain sanitation practices to follow standards and regulations in work area.
Check the quality of raw or cooked products to ensure that standards are  met.  
Inspect supplies, equipment and work areas to ensure standards.  
Clean food preparation areas, utensils and cooking surfaces.  
Verify that prepared meals meets standards of quality  and quantity  
Operate production equipment  

Knowledge of techniques and equipment of food products for
consumption/storage/handling techniques.
Knowledge of raw materials, production processes, quality control, costs, techniques for
maximizing manufacture and distribution of goods.

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Knowledge of relevant equipment, policies procedures, and strategies to  promote effective
security operations .
Knowledge of sanitation standards.

Skills
Active listening: give full attention and understand what other people are saying.  
Critical thinking: analyze and find alternative solutions to a problem considering benefits
and costs related to that decision.  
Monitoring: assess performance of yourself, other individuals and the organization in
general, in order to adjust actions.  
Active Learning  
Time Management: manage own time and time of others.

Abilities  
with others.  
Problem sensibility: ability to identify a problem.  
Inductive reasoning: ability to combine pieces of information to solve a  problem.

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Compensable
Factors
Job evaluation for Operators
Skill (50%)
Degree of technical
skills
3 25% 75
Responsibility
(40%)

Effort (10%)
Degree of problem
solving
2 5% 10
280

c) Delivery
Job Summary
Drive a sustainable vehicle such as the bicycle and electrical van to deliver our products
during the week.

Job Context
This position demands a good physical condition, as you will be most of times riding your
bicycle to deliver through all Barcelona area. This position is exposed to weather, outdoors
and contaminants. Time pressure will be an important issue during the workday and contact
with other persons and customers will be frequent.

Essential Job Tasks
Obey laws and transportation procedures.  
Follow geographical directions to deliver to clients.

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Inspect and maintain vehicle supplies and equipment.  
Report any mechanical problem with the vehicle  
Deliver orders  

Knowledge of moving goods in a bicycle  
Knowledge of laws and regulations about bicycles  
Proficient Spanish language and Catalan
Knowledge of providing customer service.  

Skills  
Operations and Control  
Active Listening  
Talking to others in an effective way  
Monitoring  
Reading comprehension  
Time Management: manage own ́s time and time of others.  

Abilities  
Near Vision  
Control precision to adjust quickly movements in the vehicle  
with others.  
Multitasking  
Information Ordering  
Spatial Orientation: ability of knowing the locations in Barcelona and  directions
Physical Condition to be able to lift the deliveries and drive the vehicle  
Problem sensibility: ability to identify a problem.

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Compensable
Factors
Job evaluation for Delivery
Skill (50%)
Degree of technical
skills
1 25% 25
Responsibility
(40%)

Effort (10%)
Degree of problem
solving
2 5% 10
140

4.3.3. Employing Staff
Standards of Behavior in our workplace
v Respect for Customers
v Comply with laws, standards and Regulations.
v Treating colleagues with respect.
v Working Honestly.
v Delivery at appropriate mentioned time punctually.
v Meet responsibilities to maintain a sustainable world. 
v Working ethically and safely according with safety measures. 
v Working based on interests of the company rather than personal interest.

Delicious organic baby food delivered

Delicious organic baby food delivered

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