Executive Summary

1. Executive Summary
The Objective
! Del Valle State Regional Park is in need of a new and innovative edible product like Ice Candy Companyʼs italian water ice not only to boost
revenue and profits overall, but also to illustrate a positive outlook in its community as providing its visitors with healthy, low-calorie treats that do not
lack in flavor or taste.
The Goals
Del Valle is a State Regional Park that is visited by the members of its community making the park responsible for providing several different
services, including refreshing, delicious treats that help/assist visitors stay cool during there visit.
!
The goals of Ice Candy Company are:

2. • To provide a healthy and delicious product for all visitors to eat
• Make the product available to all Del Valle SRA visitors at a convenient price
• To boost revenues and profits for Del Valle SRA
• Illustrate a positive outlook to its community, showing initiative for a healthy alternative
!
The Solutions
WHO: Our mission is to introduce this product to all the visitors of Del Valle State Regional Park which includes (but not limited to) children, adults,
and seniors, along with anyone else who wants to enjoy this delicious desert responsibly and without compromising their health.
WHAT: Italian water ice, or simply known in the East Coast as water ice is a product that is made in the same process as ice cream. The authentic
ingredients of water, sugar, and flavoring are first blended together and then freezed at a certain desired temperature. The product is sweetened with
sugar, and not high fructose corn syrup
and has no dairy products within it which are the two main culprits of its refreshing and light characteristics.

3. WHERE: Originating from Italy, water ice is very popular in the U.S. Eastern Atlantic States. Realizing this product is not as exposed as it should be
here on the Pacific Coast, we want to introduce italian water ice not only exclusively to Del Valle SRA, but also the various other SRA parks
throughout California. We believe this product would be best introduced to the residents of California through their state parks where the weather
coincides with the product as well.
WHY: It is important for all of us to be more aware of the foods we consume on a daily basis while still having flavor in our lives. Italian water ice is
the perfect balance of having that something sweet, without a high number of calories, catering to a wide array of people, including (but not limited to)
dairy lovers, weight watchers, and vegetarians. Our product is 100% FAT FREE AND 100% CHOLESTEROL FREE, not to mention 100%
DELICIOUS.

4. REVENUE Jan-11 Feb-11 Mar-11 Apr-11 May-11 Jun-11 Jul-11 Aug-11 Sep-11 Oct-11 Nov-11 Dec-11 Total
Revenue One $ 500.00 $ 1,000.00 $ 1,500.00 $ 4,000.00 $ 4,500.00 $ 6,000.00 $ 8,000.00 $ 9,000.00 $ 4,000.00 $ 3,500.00 $ 2,000.00 $ 1,500.00 $ 5,500.00
4
Revenue Two $ 0.00
Revenue Three $ 0.00
Total Revenue $ 500.00 $ 1,000.00 $ 1,500.00 $ 4,000.00 $ 4,500.00 $ 6,000.00 $ 8,000.00 $ 9,000.00 $ 4,000.00 $ 3,500.00 $ 2,000.00 $ 1,500.00 $ 5,500.00
4
COST OF GOODS SOLD (COGS)
Product $ 100.00 $ 200.00 $ 300.00 $ 800.00 $ 900.00 $ 1,200.00 $ 1,600.00 $ 1,800.00 $ 800.00 $ 700.00 $ 400.00 $ 300.00 $ 9,100.00
$ 0.00 $ 0.00 $ 0.00 $ 0.00 $ 0.00 $ 0.00 $ 0.00 $ 0.00 $ 0.00 $ 0.00 $ 0.00 $ 0.00 $ 0.00
$ 0.00 $ 0.00 $ 0.00 $ 0.00 $ 0.00 $ 0.00 $ 0.00 $ 0.00 $ 0.00 $ 0.00 $ 0.00 $ 0.00
Total COGS $ 100.00 $ 200.00 $ 300.00 $ 800.00 $ 900.00 $ 1,200.00 $ 1,600.00 $ 1,800.00 $ 800.00 $ 700.00 $ 400.00 $ 300.00 $ 9,100.00
Gross Profit $ 400.00 $ 800.00 $ 1,200.00 $ 3,200.00 $ 3,600.00 $ 4,800.00 $ 6,400.00 $ 7,200.00 $ 3,200.00 $ 2,800.00 $ 1,600.00 $ 1,200.00 $ 6,400.00
3
EXPENSE
NAPKIN/SPOON/CUP PACKAGE
$ 10.00 $ 20.00 $ 30.00 $ 80.00 $ 90.00 $ 120.00 $ 160.00 $ 180.00 $ 80.00 $ 70.00 $ 40.00 $ 30.00 $ 910.00
Marketing $ 100.00 $ 100.00 $ 100.00 $ 100.00 $ 100.00 $ 100.00 $ 100.00 $ 100.00 $ 100.00 $ 100.00 $ 100.00 $ 100.00 $ 1,200.00
Wages $ 50.00 $ 100.00 $ 150.00 $ 400.00 $ 4,500.00 $ 600.00 $ 800.00 $ 900.00 $ 400.00 $ 350.00 $ 200.00 $ 150.00 $ 8,600.00
COLD STORAGE $ 100.00 $ 110.00 $ 121.00 $ 133.10 $ 146.41 $ 161.05 $ 177.16 $ 194.87 $ 214.36 $ 235.79 $ 259.37 $ 285.31 $ 2,138.43
Fuel $ 50.00 $ 55.00 $ 60.50 $ 66.55 $ 73.21 $ 80.53 $ 88.58 $ 97.44 $ 107.18 $ 117.90 $ 129.69 $ 142.66 $ 1,069.21
VENDOR BOOTH SPACE $ 150.00 $ 150.00 $ 200.00 $ 200.00 $ 250.00 $ 350.00 $ 400.00 $ 500.00 $ 300.00 $ 200.00 $ 200.00 $ 150.00 $ 3,050.00
Utilities $ 20.00 $ 20.00 $ 20.00 $ 20.00 $ 20.00 $ 20.00 $ 20.00 $ 20.00 $ 20.00 $ 20.00 $ 20.00 $ 20.00 $ 240.00
Total Expense $ 480.00 $ 555.00 $ 681.50 $ 999.65 $ 5,179.62 $ 1,431.58 $ 1,745.73 $ 1,992.31 $ 1,221.54 $ 1,093.69 $ 949.06 $ 877.97 $ 7,207.64
1
Profit (Loss) $ (80.00) $ 245.00 $ 518.50 $ 2,200.35 $ 1,579.62) $ 3,368.42 $ 4,654.27 $ 5,207.69 $ 1,978.46 $ 1,706.31 $ 650.94 $ 322.03 $ 9,192.36
( 1
Cummulative Profit (Loss) $ (80.00) $ 165.00 $ 683.50 $ 2,883.85 $ 1,304.24 $ 4,672.66 $ 9,326.92 $ 4,534.62 $ 6,513.08 $ 8,219.39 $ 8,870.32 $ 9,192.36
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