Pumpkin is considered the "queen of the garden." This is very healthy vegetable, which contains many useful substances and vitamins for the body. It is rich in iron, carotene, vitamins C, B, PP, D, E, as well as vitamin T, which is responsible for accelerating metabolic processes in the body.

Pumpkin is very useful in diseases of the liver and kidneys, because it has a choleretic, diuretic, laxative effect. Useful properties were transferred and pumpkin juice.

It can be used for edema associated with kidney and heart disease, as a diuretic. In addition, it has a mild sedative and antipyretic effect.

Our company is engaged in the production of natural pumpkin juice, the quality of which meets all state standards. When preparing pumpkin juice, only natural products are used, no preservatives and additives are added that could be harmful to health. To improve the taste of pumpkin juice, you can add other juices or honey to it, which doubles it. beneficial features. In our assortment you can find apple-pumpkin and pumpkin-carrot juice. In addition to production, we are independently engaged in the sale of our products, so you can buy natural pumpkin juice, one might say - directly from the assembly line.

It is worth noting that pumpkin juice has a cleansing property for both the digestive system and the whole body. It is recommended for anemia, metabolic disorders, cardiovascular diseases, diseases of the skin, bladder, and constipation.

Pumpkin juice is also considered a dietary product. It is recommended for obesity, diabetics, for baby food and for those who want to lose weight.

Freshly squeezed pumpkin juice with pulp is especially useful. It can be used both as a drink and as a remedy for outdoor use. It is used to get rid of acne, burns, eczema and acne.

For men, pumpkin juice should be used for inflammation of the prostate gland.

Women can also take it for inflammation of the appendages. Moreover, pumpkin juice improves the structure of hair and nails.

You can use every day 1-2 cups a day before meals for 30 minutes. For insomnia, it is used in a glass at night, it is possible with the addition of honey. With stones in bladder and kidneys, half or a quarter glass of juice three times a day. Treatment is recommended for ten days.

In this article:

In terms of total apple harvest, Russia ranks 5th in the world, so juice production is economically profitable business(in other words, because of the available raw materials).

The demand for the product is obvious, as more and more people prefer a fortified and natural drink. On the example of the production of apple juice, let us consider in more detail the features of the functioning of a mini-factory.

List of organizational moments for the creation of a mini-factory

When organizing a business for the production of natural juice, it is recommended to make a choice in favor of the legal form - LLC. Such a business format will help to easily delimit the responsibility of the founders, and attracting investors will not be any particular problem. As for the choice of the form of taxation, at the initial stage of entrepreneurial activity it is preferable to choose a simplified system (15%). Further, in the case of effective and profitable development, it would be more expedient to switch to OSNO.

In the process of organizing an enterprise, one should be guided by the following OKVED activity code: 15.32 “Production of vegetable and fruit natural juices”.

If positive results are obtained, a sanitary-epidemiological conclusion is issued.

Stages of natural apple juice production

The technological scheme for the production of apple juice is shown in the following figure.

Juice production begins with the picking of berries, in our country this happens from August until late autumn, exclusively by hand. It is noteworthy that apples for juice are harvested not only from trees, but also from the ground. So-called carrion suitable for production. At the same time, it is forbidden to use rotten, damaged and unripe fruits. The last variety of apples is characterized by a low concentration of sugars, little juice will come out of them and it will be very sour.

Ripe fruits are poured into wooden boxes and placed in trucks with the help of a loader, which will deliver ripe fruits to the plant.

Picked apples no longer receive moisture, but only lose it. That is why the juice in them becomes insignificant, but still less (every minute should count). Upon arrival at the plant, the raw materials are loaded into special bunkers (capacity up to 200 tons of apples), which are made of stainless steel.

Therefore, fruits that are in them for 24 hours will not oxidize. Further, powerful streams of water push the apples along the chutes directly into the production hall for primary cleaning.

Jets carry away leaves, branches and other debris.

Through such water trenches, fruits are delivered to the sink, because the fruits must be washed from dust and various contaminants, including chemical ones. After all, often apples are sprayed with a variety of means of protection against harmful insects.

When beautiful and juicy fruits are selected, they are sent to a crusher, where many hammers grind the fruits. The crushed apples go under the press, in which the rotating drum compresses the mixture that has entered it almost to dryness.

Thus, an opaque squeezed juice is obtained. The peel and seeds are unloaded and sent to feed livestock.

Then the resulting juice is sent to pipes for ultrafiltration.

The unit is filled with many thin membrane tubes, which in structure can be compared with finely porous foam rubber. Juice under pressure is passed through the membrane, so even the smallest particles of pulp get stuck in the membrane, and the purified juice passes on. The resulting clear juice is sent to vacuum evaporator.

This specialized equipment is equipped with a juice and steam supply, where the liquid is heated, but not brought to a boil.

In a vacuum, the liquid from the juice evaporates along with the flavoring substances.

The juice, which is deprived of water, begins to thicken. The resulting evaporation begins to condense - the water is discharged to the bottom of the tank, and the "aromatic vapor" goes up to the condenser, where it turns into a liquid.

The output is a composition that resembles thick honey in consistency. It's concentrated apple juice. Ready flavoring substances are a clear liquid that has a pronounced fruity odor. Next, concentrated apple juice is poured into barrels.

In this form, it can be stored for a long time, because the less water in the product, the more difficult it is for bacteria to multiply in it. Such juice is safely sent to other countries.

The preliminary stage of bottling the juice into bags is diluting it with once evaporated water. The concentrate is agitated as it may be subject to segregation.

Also, its sample is subjected to laboratory analysis for compliance with the content of substances to established standards.

A high percentage of dry soluble substances indicates the need to add an increased amount of liquid. The clarified juice should not contain pulp particles, so it is diluted with a small amount of liquid and look at the resulting structure.

Next, the safety of the juice is examined by placing small portions of the juice in an oven with a temperature of 36 C. - optimal for the development of various microorganisms. If the juice contains bacteria, yeast or mold, then in the nutrient medium they will begin to multiply, and they can be seen with the naked eye. After obtaining satisfactory results in the laboratory, the juice can be restored, i.e. water (flavoring substances) can be added to it.

Here it is extremely important to keep the proportions and add as much water as was removed. The proportions are as follows: 6 liters of flavor is enough for 100 liters of juice. It remains to pour the finished juice into bags and attach lids to them.

Experts determine the quality of juice by the following parameters: color, taste, aroma. The finished product should be clear and not acidic, have a brown tint and apple flavor. If the sample meets the specified requirements, the batch is sent for sale.

Business plan for setting up a technological line for the production of apple juice

1. We equip the production workshop - choose a room

In a leased or acquired building, the total area of ​​the proposed production workshop should not be less than 150 square meters. A production line is installed in a spacious room, and places are allocated for storing the initial raw material base.

It is also necessary to equip a warehouse for finished products.

The availability of household premises for employees of the enterprise should be taken care of in advance, as well as about the office. In case of limited financial opportunities, it can be located directly on the territory of the enterprise.

Compliance with legally established standards is monitored at the legislative level by the relevant services. This is especially true for the fire regime. In this regard, it is desirable to choose a room for the production workshop outside the city limits. Saving rent and utility bills in rural areas is obvious.

2. We purchase equipment for the production of juice

The average cost of a production line is 2,500,000 rubles.

Costs can be significantly reduced by purchasing used equipment.

Technological line for the production of juice in a liter package consists of:

• water treatment systems with special filters for water purification;
• washing equipment;
• tanks for mixing juice and various additives;
• homogenizer, heat exchanger and pasteurizer;
• apparatus for creating packages and bottling juice.

Often the production line is electronically controlled, which, in turn, saves on wages for plant workers.

3. We select personnel and purchase raw materials

The raw materials for the manufacture of the finished product in the amount of 35,000 liters are the following components:

• sugar - 8,000 rubles;
• fruits - 626,000 rubles;
• various additives (provided by Gost) - 4,000 rubles;
• packaging materials - 25,000 rubles;
• cardboard boxes - 7,000 rubles.

Total: 670,000 rubles.

One juice production line per shift has the ability to process about 4 tons of finished products (1,600 liters). Thus, the monthly output can be about 35,000 liter packs.

At the initial stage, 10 people will be quite enough to service one production line, not counting 5 people of the management team. An indispensable condition is the inclusion in the staff list of a technologist who will monitor the serviceability of the production line, as well as the fulfillment of a number of GOST requirements, sanitary and technical rules.

The amount of the monthly payroll of employees will be equal to 238,175 rubles:

• Basic payroll - 164,000 rubles;
• Additional payroll - 11,000 rubles;
• Payroll taxes (36.1%) - 63,175 rubles;

Basic monthly costs:

1. Raw materials and Additional materials- 670,000 rubles;
2. Utility expenses - 10,000 rubles;
3. Salary of 15 employees - 238,175 rubles;
4. Costs for production needs (39% of the payroll) - 92,888 rubles;
5. Building rental and ongoing repair work- 65,000 rubles;
6. Workshop costs (50% of the payroll) - 119,088 rubles;
7. Losses from marriage (4.5% of shop costs) - 5,359 rubles;
8. Non-production costs (5% of shop costs) -5,954 rubles;
9. Depreciation of the technological line - 8,000 rubles.

Total direct costs (p / p 1-5) -1,076,063 rubles.

Total additional expenses (p / p 6-9) - 133,042 rubles.

We calculate the main economic indicators and determine the effectiveness of the project

Planned cost (direct + indirect costs) = 1,076,063 rubles. + RUB 133,042 = 1,209,105 rubles.

Full cost of the finished product = planned cost + planned profit (20% of cost) + income tax (15% of profit) = 1,209,105 rubles. + 241 821 rub. + 36 273 rub. = 1,487,199 rubles.

The cost of processing (planned cost minus the cost of feedstock) = 1,487,199 rubles. — 670,000 rubles. = 817,199 rubles. Production cost = 817,199 rubles / 35,000 bottles = 23 rubles.

Let's determine the average market price of 1 package of juice. Assume absolute (100%) sales of manufactured products and the corresponding profit margin. Thus, the price, taking into account the cost, will be equal to: C roses. \u003d 23 rubles x 2 \u003d 46 rubles.

Calculation of indicators of profitability, profitability and production efficiency in general

Income from the sale of the finished product \u003d Retail price x Issue volume \u003d 46 rubles. x 35 000 pack. = 1,610,000 rubles. Profit from the sale of the monthly output of juice packages = Income - Planned cost = 1,610,000 rubles. - 1 209 105 rubles. = 400 895 rubles.

Monthly net profit (excluding 15% income tax) = 340,760 rubles.

Product profitability \u003d Profit from sales / Cost price \u003d 400 895 / 1 209 105 \u003d 33%.

Profitability of production \u003d Profit from sales / Cost of processing \u003d 400,895 / 817,199 \u003d 49%.

Thus, based on the above calculations, we can confidently state that the production of apple juice is an economically profitable and profitable type of business activity.

On a note!

It is also possible not to produce concentrated juice, but to purchase it. In our country, deliveries from China, Brazil, Iran, Turkey and other countries have been established. It would be preferable for a mini-factory to cooperate with intermediaries, rather than work directly with a large manufacturer.

In this case, there is no need to purchase a number of expensive installations, you can limit yourself to only tanks for mixing additives, devices for removing packages and packaging the finished product.

Possible marketing routes for apple juice

It is more expedient to deliver the first batch of apple juices to grocery stores, kiosks, retail outlets and small supermarkets. A deliberate reduction in the cost of the product for a short time will interest consumers and will allow them to appreciate the taste of the novelty.

Holding promotions or special offers will have a similar effect.

It is extremely undesirable for young companies to direct all their efforts to join large federal networks, since there is every chance that they will not be able to withstand the competition of experienced market participants. Corresponding costs can become an unbearable item in the expenditure part of the budget. Therefore, it is necessary to enter the market gradually, every month taking the following active steps to strengthen the authority:

• advertising in the media, the Internet and on television;
• carrying out an independent examination with the obligatory announcement of its results; - packaging of the product in a high-quality and bright tetrapack;
• active use of outdoor advertising, etc.

Directing efforts to a specific region will allow you to quickly get used to it and win market positions.

Then you can gradually expand the range of products, specializing in the manufacture of tomato and orange juice, multivitamin, etc. Recently, more and more consumers prefer glass containers, because they want to visually perceive the purchased product. There is also an opportunity to establish the production of premium-class juices (the so-called branded ones), when only selected raw materials are used in the production process.

If you are tired of going to a boring job every day and listening to complaints from incompetent bosses, this means that it is time for you to change something in your life. Changes will be possible if there is not only desire, but also a certain amount of money.

Quit your current job and start your own business. Despite the apparent saturation of the markets, in fact, there are still enough niches in order to develop your own commercial activities.

sweet business

An excellent opportunity for capital accumulation is provided by the production of fruit juices. With the right approach, an analytical mind and good luck, you can make good money in this business. Natural juices can be obtained from both freshly picked fruits and dried fruits. In general, there are many different classifications of types and types of these products.

So, juices are:

• fruit, obtained as a result of direct extraction;
• juices of fresh pomace (they usually do not contain dyes and preservatives);
• fruit with a high concentrate content;
• reconstituted juices (they are produced from concentrated nectar with the addition of drinking water).

Experts also divide natural juices into unclarified and clarified ones. It should be noted that this is only a small part of such products. The most high-quality and elite is considered to be vintage juices. They are produced only from special selected types of raw materials. Manufacturers of natural juices, as a rule, strive to make a clarified product. Although it is inferior to nectars with pulp in nutritional value, it contains much more vitamin C and is more loved by consumers.

Only within the law

If you decide to engage in the production of juices, then the sanitary and epidemiological service may become your frequent guest. SES requirements- This is a set of rules, the implementation of which is mandatory for every entrepreneur involved in catering.

When it comes to the sanitary and epidemiological service, for some reason, many businessmen have a phrase like: “They don’t know what to complain about anymore.” In fact, all the requirements of this service are consistent with the legislation of the Russian Federation. These rules are very strict, but they must be observed in order to prevent mass poisoning of consumers. Let's bring to your attention a few of them.

So, for example, SES necessarily checks how perishable products are stored at the enterprise. The regulations require that raw materials be kept in appropriate specialized equipment in order to ensure that they optimum temperature. There are also clear time frames for storing vegetables and fruits. All primary processing of raw materials must be carried out in specialized workshops of the enterprise in compliance with all sanitary and epidemiological standards. In case of violation of these rules, the entrepreneur faces administrative liability.

Don't Forget Your Competitors

Before opening your own business, we advise you to familiarize yourself with the market. You need to know how many companies currently exist, what product they supply, what they focus on in their marketing policies. Knowing your competitors, understanding their strengths and weaknesses will make it easier for you to enter the market and fight for its share.

A business plan (juice production must be planned when compiling it) should take into account not only favorable conditions development of affairs, but also force majeure. For example, what to do if new companies appear, where to get raw materials in case of failure of the main suppliers, and so on. If you think through all sorts of risks in advance, then your business will be reliably protected. Do not ignore the detailed study of the business plan. Be a strategist, and then you will certainly be able to make good money in this business.

Fresh fruit juices

Let's say you've thought of everything. You have the financial means or you have enlisted the support of influential sponsors. Now it's time to delve into how the technology for the production of vegetable juices, as well as fruit and berry juices, is carried out. It consists of several operations: the conclusion of contracts for the supply of raw materials, its inspection, delivery, washing, re-inspection, the process of crushing, obtaining juice, filtering it and pouring it into containers.

During the first inspection of raw materials, your specialists must sort the fruits. They should all be about the same size. In addition, there should not be any foreign impurities - twigs, leaves, stalks and other things. Inspection must be carried out during the time that the raw material is on the conveyor belt. As a rule, several people are employed at this stage of production. In case of inattention of one employee, others must correct his mistake.

Rinse thoroughly

Further, all the most selected fruits fall into special washing drums, where they are thoroughly washed. Berries are processed a little differently. For them, quivering processing is provided. After all, as you know, currants and raspberries are tender berries, and they must be washed very carefully so as not to damage the thin skin and retain all the nutrients.

Therefore, juice production equipment necessarily includes special mesh baskets. They are immersed in water for a short time. After that, fragile raw materials are additionally rinsed under a light shower. Technologists admit that it is impossible to immediately remove particles of earth and sand from fruits and berries, therefore, immediately after the first washing, it is necessary to send raw materials for a second round.

Grinding

When the raw material is carefully selected and washed, it is necessary to grind it. This is done in order to get juice. In this case, it often happens that after crushing, some raw materials release liquid very poorly. In this case, it is sent for additional processing, after which it is possible to achieve a technological maximum.

The following describes how to open a juice production plant, how to properly equip it and establish a stable sales.

When choosing between registering an individual entrepreneur and an LLC, it is worth giving preference to an LLC. This will give the company a name and establish cooperation with suppliers and distributors. Choose OKVED 15.32 Production of fruit and vegetable juices.

We register a trademark in Rospatent. The company will not be able to start work without permission from Rospozhnadzor and the conclusion of the SES. Be sure to comply with the requirements in accordance with GOST R 53137-2008.

All documents will cost approximately $ 2,500.

room

The total floor area should be at least 200 square meters. Of these, 150 are allocated for the workshop, the rest of the area is for warehouses and administrative premises.

The plant must comply with the requirements:

1. Ventilation, water supply, sewerage, heating;
2. Electrical network 380 V;
3. Ceiling height from three meters;
4. Compliance with the rules of the fire regime: the presence of alarms, fire extinguishers, an evacuation plan.

Renting the premises costs about $1,500 per month, repairs and preparation for work - $1,000-1,200.

Juice production technology

Depending on the type (natural, nectar, reconstituted, juice-containing drink), the technological process also differs.

Stages of natural juice production

• Inspection and selection of raw materials;
• Washing, additional inspection;
• Grinding of raw materials;
• Getting juice under pressure;
• Then comes the straining;
• Lightening;
• Preparation (packaging).

Flavorings, various herbs, salt and sugar, seasonings, and sometimes vinegar are added to vegetable juices. For each there are small nuances.

For example, carrots must first be cleaned well, cut and steamed with hot steam, chopped, mixed with sugar syrup and sent for processing on a homogenizer.

The tomato mass must first be heated to remove air. Fruit drink is a little easier to make.

The most common way to produce juice is from concentrate.. The result is a product that is almost identical to freshly squeezed. Reconstituted juice is produced like this:

1. The concentrated product is heated for 30-40 seconds to 100-110 degrees, then it is kept in this form for 3-4 seconds;
2. For 35-40 seconds, the juice is cooled to 23-30 degrees, add clean water(as much as evaporated), minerals, vitamins.

Juice production equipment

Consider the equipment for the production of exactly reconstituted juice, as the most profitable. To organize a workshop, you will need:

• Cleaning filters for water;
• Homogenizer;
• Special tanks for mixing raw materials and additives;
• pumps;
• Heat exchanger;
• Containers for sterile storage of the product;
• Pasteurizer;
• Washing machines;
• Filling machine;
• Packing machine.

A new production line costs around $40,000-80,000. Used can be bought for 25-40 thousand.

The best equipment manufacturers

1. KREUZMAYR GmbH;
2. Bertuzzi;
3. AGRO-T Germany.

Quality filling and packaging machines can be purchased from AURORA PACK ENGINEERING, AVIS LLC, AKMALKO ENGINEERING.

Raw materials for juice production

For manufacturing, you need a concentrate, water, sugar, additional ingredients, such as vitamins.

The concentrate is often imported from abroad. When purchasing raw materials, we proceed from the fact that the concentrate is diluted in a ratio of 1 to 10.

Package

It is most profitable to sell products in TetraPak packaging. In it, drinks are stored longer, and vitamins do not break down under the influence of sunlight. Glass containers look more solid, but keep in mind that the weight of the product will increase.

Another option is PET, Doy Pack, Tetra Rex. Depending on the selected type of packaging, a conveyor line is selected.

Sales

A start-up enterprise should stop at the release of 8-10 flavors. For example, apple, tomato, orange, cherry, pineapple juices and a few more vegetable juices.

You can offer products to shops and kiosks in the neighborhood, cafes and restaurants, wholesale warehouses.

To get on the shelves of large chains and supermarkets, you need to pay a round sum: entry threshold is usually from 20 thousand dollars (This is a one-time fee to put your product on the shelf).

Costs and profits

Documentation, renting a room for 2 months in advance and its repair will require an investment of $ 5,000.

Acquisition (used), its adjustment - 40-60 thousand dollars. To begin with, you need to purchase a barrel (about 250 kg) of concentrate of each taste, which will be produced at your plant.

For 10 flavors, this will be about $10,000-11,000. Add here the cost of packaging design and advertising - $ 1000-2000, wages for a staff of 10 people (4 workers, technologist, accountant, manager, mechanic, purchasing and sales manager, cleaner) - $ 4500-5000.

Total capital investments - 65-80 thousand dollars. Monthly expenses - approximately $10,000

To make a good profit, an important requirement is to work in two shifts. Equipment of average productivity is capable of producing 1000-4000 hp. juice per shift. Focusing on the average, we get 5000 liters per day.

Subject to the 100% sale of goods, the monthly income reaches 20-25 thousand dollars, and net profit - 7-12 thousand. Of course, it will not be possible to reach such indicators immediately, only after months.

You can produce juice and, gaining regular wholesale customers, gradually increase production volumes and expand the range. Over time, it is worth negotiating deliveries to supermarkets in order to firmly establish yourself in this business niche.

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Business plan for the enterprise for the production of juices "Vyzhato"

* Calculations use average data for Russia

1. PROJECT SUMMARY

The goal of the project is to create an enterprise for the production of natural juices ( trademark"Squeezed out!"). Location of the enterprise - st. Dinskaya, Krasnodar Territory. Sales region - Southern Federal District.

Despite a slight decline in consumption in recent years, some types of juice products tend to increase in demand - fruit drinks, uzvars, etc. High-quality natural juices from regional producers are also in demand, as the consumer tends to consider such products to be of better quality and "honest". These two factors can be considered the basic prerequisite for the organization of the enterprise.

The location of production is economically beneficial, since the Krasnodar Territory is the largest supplier of fruits in Russia. Thus, the company receives a number of benefits of a logistical and economic nature. In addition, the climate of the Southern Federal District is characterized by a long warm season, which is the peak of juice consumption. This will ensure higher demand compared to other regions and a more even production load.

In the course of business planning, studies of the industry, the structure of demand, the competitive environment and other important factors were carried out. The project is effective and attractive for investment, which is confirmed by performance indicators (Table 1).

Table 1. Project performance indicators

	Name of indicator	Meaning
	Investment costs, rub.
	Payback period (PP), months
	Discounted payback period (DPP), months
	Payback, months
	Discount rate (R), %
	Net present value (NPV), rub.
	Return on investment ratio (ARR), %
	Internal rate of return (IRR), %
	Yield Index (PI)

2. DESCRIPTION OF THE INDUSTRY AND COMPANY

Consumption of juices and nectars in Russia during recent years decreases. Experts attribute this to a decrease in the solvency of the population and an increase in prices for these products. Since juice is not an essential product, the consumer is one of the first to refuse it. In addition, the decrease in consumption is associated with a shift in demand from 100% juices towards other soft drinks, in particular nectars, juice drinks, and drinking water of the middle price segment. Sales of 100% juices in 2015 fell by 16%, nectars - by 13.4%, juice drinks - by 7.9%.

According to Euromonitor International analysts, juice consumption in physical terms, which has been growing steadily since 2010, slightly decreased in 2013 (-2% compared to 2012). In 2014, the fall was already 4%, and in 2015 - 13%. In value terms, the market decline in 2015 was more than 5%. According to experts' forecasts, the decline should be expected for another 5 years.

Figure 1. Dynamics of juice production in Russia in 2010-2015, billion conventional cans

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The largest manufacturers unanimously confirm the drop in sales volumes, citing competition between brands of manufacturers specializing in juices and their own brands of retail chains, which, as a rule, have a much lower retail price as one of the market development trends.

Figure 2. Structure of soft drink consumption in Russia

Figure 3. Structure of juice consumption by tastes

The combined market share of the three largest manufacturers is just over 70% of the total market. At the same time, the distribution of shares over time practically does not change. Manufacturers acquire new productions and brands, due to which their sales increased. In 2014-2015, some production was stopped due to a drop in demand.

Since the FMCG segment has a widespread strategy of constantly updating the line (in this case tastes), for example, mixtures of classic tastes with exotic ones appear. In addition, the trends of recent years include the spread of national drinks - fruit drink, uzvar, etc. Another trend can be considered the growing interest of consumers in natural juices, without additives, having maximum amount vitamins. Recently, consumers have become increasingly negative about reconstituted juices.

Rosstat data, which the service receives by collecting official data from market participants, may not coincide with the data of analytical agencies, whose analytics are based on conducting surveys and collecting unofficial data.

Figure 4. Dynamics of financial indicators of the industry according to OKVED 15.32 in 2007-2015, thousand rubles

Figure 5. Change in industry revenue according to OKVED 15.32 in 2007-2015

Figure 6. Change in profit from industry sales according to OKVED 15.32 in 2007-2015

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Figure 7. Dynamics of industry financial ratios according to OKVED 15.32 in 2007-2015, %

As can be seen from the diagrams, the data of Rosstat have some discrepancies with the studies of independent agencies. According to Rosstat, until 2014, the industry's revenue grew steadily, showing a fall only in 2015. The change in profit from operating activities occurred in waves, reaching lows in 2011 and 2014, and in 2015 showed an increase of 22%. At the same time, the profitability of sales, according to the same data, increased by 27% in 2015. Theoretically, this may be due to an increase in retail prices for the industry's products. Gross margin and return on assets also showed good growth. At the same time, it is difficult to explain the data on the growth of absolute indicators.

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A slight increase in shipment volumes in terms of money is also explained by an increase in prices for goods. Rosstat did not provide data on shipments in physical terms.

Figure 8. Change in sales volumes in 2007-2015 according to OKVED 15.32

Figure 9. Share of regions in sales volumes according to OKVED 15.32

The enterprise is created directly for this project. It is planned to purchase equipment and place a production line on a leased area in st. Dinskaya, Krasnodar Territory. This location is beneficial from the point of view of logistics (purchase of raw materials, sale of finished products), as well as from the point of view of reducing the cost of renting production space.

Stanitsa Dinskaya is the administrative center and the largest settlement of the Dinskoy district of the Krasnodar Territory. Population - 34 848 people. One of the largest rural settlements in Russia. Distance from the city of Krasnodar - 30 km. The M4 Don federal highway runs along the western border of the village. Today, a number of enterprises are located in the village. Agriculture and enterprises for the processing of agricultural products.

Krasnodar Territory - subject Russian Federation located in the southwest of the country; is part of the Southern Federal District. The climate in most of the territory is temperate continental. In general, hot summers and mild winters are typical. In the Russian economy, the region stands out as the most important agricultural region of the country (7% of gross agricultural output in Russia, 1st place among the regions of the country). The basis of the region's agriculture is the cultivation of grain crops and sunflower, but horticulture and viticulture are also developed, which has great importance for the project in question. In addition, horticulture is also developed in neighboring regions - Rostov region and Stavropol Territory. All this allows us to state that the raw materials for the project are affordable, of high quality and competitive in price.

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It is planned to purchase a production line with a capacity of up to 8,000 l/shift (1,000 l/h). Packaging - Tetrapak 1 liter bags. Realization - wholesale, through distribution companies.

Table 2. Investment costs for the project

	NAME	AMOUNT, rub.
The property
	Production room preparation
Equipment
	Process line
	Laboratory equipment
	office equipment
Intangible assets
working capital
	working capital
	Purchase of raw materials
	Purchase of materials
	Total:	5 622 000 ₽
	Own funds:	RUB 3,500,000.00
	Required borrowings:	2 122 000 ₽
	Bid:
	Term, months:

3. DESCRIPTION OF GOODS AND SERVICES

The company produces natural (straight-pressed) fruit (apple and grape) and vegetable (tomato) juice. Raw materials are purchased from local suppliers (Krasnodar Territory - 75%, Rostov Region - 25%).

Juice is a liquid food product obtained by squeezing the edible ripe fruits of fruit or vegetable crops.

Traditionally juices are divided into three types:

Freshly squeezed - produced directly in the presence of the consumer using manual or mechanical processing of fruits or other parts of plants;

Direct extraction - made from high-quality fruits of vegetables and fruits, past the pasteurization process and poured into a special aseptic or glass container; has a relatively short shelf life - no more than 3 months;

Reconstituted - made from concentrated juice and drinking water, poured into aseptic containers.

Nectar is a liquid food product made from concentrated juice (mashed potatoes), drinking water with or without the addition of natural flavoring substances of the same name. In the manufacture of nectar, the proportion of concentrated juice (puree) is at least 20-50% (depending on the fruits or vegetables used). Nectar may also contain sugar, acidifiers, fruit and vegetable pulp, and citrus fruit pulp. The content of natural juice in nectar is 25-99%.

For the convenience of accounting for canned products, which also include juices and nectars, a standard container volume was adopted - the so-called conditional can. The capacity of a conventional can is 353 cubic centimeters, and the net weight is 350 grams. To further simplify accounting, the volume of a conditional can is taken as 0.4 liters.

For production, only fresh vegetables and fruits are used, supplied directly from the manufacturer - a fresh harvest in season or a fruit and vegetable store. Raw materials are manually sorted, unsuitable fruits are sifted out.

Ready juices are packaged in 1 liter Tetrapak aseptic packaging. Shelf life for all types - 3 months from the date of manufacture. In open form - no more than 3 days at a temperature not higher than +20 ° C. For production, only high-quality drinking water, which has undergone special training, white sugar is used. The nomenclature is presented in Table. 3.

Table 3. The nomenclature of the enterprise and the main characteristics

The packaging design is developed by the KreativIM design bureau (Moscow) taking into account current trends. Basic design requirements:

modern style

attracting attention (difference from analogues on the supermarket shelf)

reflection of the regional origin of the product

4. SALES AND MARKETING

The main distribution channel (70% of the volume) is distribution companies. The rest is direct sales to large retail chains. The average markup is the same in both cases (Table 4). The retail price is not fixed by the manufacturer, but the manufacturer offers a recommended retail price.

Table 4. Nomenclature and prices

Sales organization is carried out by sales representatives who conduct direct negotiations with distributors and retail chains. At the initial stage, the main emphasis is on establishing relationships with distribution companies in order to delegate to them a significant part of the market processing work.

Products are positioned in the middle price segment. The main target audience is men and women aged 3-50. According to statistics, per capita juice consumption in the Southern Federal District is 57%. Average annual juice consumption in Russia is 16 l/person. Thus, the market volume is:

Potential. The population of the SFD is 16.4 million people; of them aged 3-50 years - 76% or 12.5 million people; this is 199.4 million liters of juice per year or 16.6 million liters per month.

Actual. In the overall structure of juice consumption, the range of the enterprise accounts for about 30% of the total volume (of which 24% are apple juices). In addition, at least 60% of the population prefer to buy juices famous brands. Thus, the actual volume is 1.5 million people. or 24 million liters per year (2 million liters per month).

Accessible. Given the significant actual market size, the available volume should be based on the capacity of the production line. Its productivity is 1,000 l/hour (8,000 l/shift or 176,000 l/month).

Table 5. Planned sales volumes

The following channels are used for promotion:

BTL materials at retail points of sale

own website

SMM (vk.com, ok.ru, fb.com, Instagram)

banners and billboards in the largest cities of the Southern Federal District (starting stage)

promotions in stores

Media plan and advertising budget are given in App. 1 (data are given for the first 2 years of the project implementation, since the planning of subsequent years is similar to the second year). The media plan is compiled taking into account the seasonality of demand, while the advertising budget in some months exceeds 100,000 rubles, in some months it is significantly lower than this amount. On average, the monthly budget is 85,000 rubles / month. With a planned average monthly advertising budget of 100,000 rubles. the rest of the amount can be spent on unforeseen needs, or directed to cover other items of expenses, or considered as additional profit of the enterprise.

Today, there are direct and indirect competitors in the regional market. The indirect ones, first of all, include large federal companies producing reconstituted juices. As a rule, they have established distribution channels, strong financial support, and have the best shelves in the largest retail chains. Since the project is located in a relatively narrow niche - natural juices of direct extraction - there will be no direct competition with companies of this kind.

Direct competitors and basic information about them is presented in Table. 6. The quality of organoleptic properties and the breadth of the nomenclature (in terms of tastes and packaging formats) are evaluated on a 10-point scale, where 1 is the minimum (worst value).

Table 6. Direct competitors

	Name	Market share	Organoleptic properties	Nomenclature	Key Competitor
	Grandfather's Garden
	Fruits of Kuban
	healthy juices
	The Bird of Happiness
	Summer in the Kuban
	bright life

With regard to key competitors, a strategy is provided to protect its market share. With regard to non-key ones, the strategy is to attract their customers, primarily from competitors with low organoleptic properties.

5. PRODUCTION PLAN

Production is located in St. Dinskaya, Krasnodar Territory, on a rented area. The territory has convenient access roads. The building has premises for the storage of raw materials, finished products, as well as a production facility in which a production line is installed. The total area of ​​the premises is 200 m2.

The equipment is purchased new, Russian-made. Pre-indoors are held preparatory work to bring it into compliance with sanitary and hygienic standards. Delivery and installation of equipment is included in its price and is organized by the supplier. After installation, commissioning and training of personnel by a specialist from the supplier company is carried out. Also, a contract for post-warranty service is concluded with the supplier (warranty - 3 years).

Raw material suppliers are located in Krasnodar Territory and the Rostov region, delivery is organized by the supplier. Raw materials go through the stage of manual sorting. The share of defective raw materials is expected to be at the level of 4% of the total volume. If this indicator is systematically exceeded by more than 2%, a decision is made to find a new supplier. Raw material warehouse turnover period – no more than 4 days. The cost of raw materials per 1 liter of finished products are given in Table. 7.

Table 7. The cost of raw materials and materials per 1 liter of finished products

Waste is sold to farms for poultry feed and compost. The volume of refundable funds is taken into account in the variable costs per unit of production.

Finished products are packed in boxes of 12 bags each and placed in the finished product warehouse. The turnover of the warehouse of finished products is no more than 7 days. Delivery of products to the place of sale is carried out with the involvement of transport company or private carriers (as agreed with the client).

A detailed production plan is given in App. 2.

6. ORGANIZATIONAL PLAN

An individual entrepreneur was chosen as the legal form for the implementation of the project. Taxation system - USN (income-expense).

The project team. The main managerial functions are performed by the entrepreneur: management, planning, sales management, financial management, marketing, etc. To do this, the entrepreneur has all the necessary knowledge and skills, has experience in entrepreneurial activity.

One of the key figures of the project is the production technologist, since the quality (and its stability) determines the reputation of “Squeezed!”, As well as the level of demand. Because the region has a large number of food enterprises, including the production of soft drinks, it is not difficult to find a qualified specialist. Main requirement: at least 5 years of experience in a similar position in a similar production.

Serious requirements are also imposed on sales representatives, since the development of the company depends on the quality of their work, which is especially critical at the first stages of the project. Requirements for candidates: the presence of a car (business trips in the Southern Federal District), work experience in a similar position for at least 3 years, experience in negotiating at the level of top officials, possession of strategic sales skills.

The staffing and wage fund are given in Table. eight.

Table 8. Staffing and payroll

	Position	Salary, rub.	Quantity, pers.	FOT, rub.
Administrative
	Accountant
Industrial
	Sorters
	line operator
	Technologist
Trade
	Sales Manager
	Sales Representative
	SMM manager
Auxiliary
	Storekeeper
	Total:			RUB 445,000.00
	Social Security contributions:			$133,500.00
	Total with deductions:			$578,500.00

Stages of project implementation.

Preparing office and industrial premises(2 weeks)

Selection and hiring of personnel (in parallel with the preparation of office space, 3 weeks)

Purchase of equipment, its delivery and installation (2 weeks)

Equipment setup and operator training (1 week)

Search and involvement of distributors for cooperation (after the release of prototypes)

Mass production

7. FINANCIAL PLAN

The financial plan is designed for a five-year perspective and takes into account all the income and expenses of the enterprise. The income of the enterprise includes only the proceeds from operating activities, since no investment or sale of fixed assets, etc. is expected within five years.

Investment costs for the project are given in Table. 2. These include the cost of preparing the premises, purchasing equipment, and launching an advertising campaign. A special item is the cost of the initial purchase of raw materials (35,000 liters, approximately 1.5 months of work); in the future, the purchase of raw materials will be carried out at the expense of the enterprise's own funds. It also provides for the creation of a working capital fund to cover their deficit until the payback is reached; the size of the fund is 750,000 rubles. With a total investment cost of 5.62 million rubles, the entrepreneur's own funds amount to 3.5 million. The missing amount is supposed to be attracted in the form of a bank loan for a period of 60 months. at 18% per annum. The loan is repaid by annuity payments, credit holidays are 3 months.

The structure of variable costs is shown in Table. 5 and Tab. 7. These include raw materials and materials for the production of products, as well as the cost of electricity and water consumed by production.

Fixed costs are given in Table. 9. Fixed costs include depreciation of fixed assets and intangible assets. Depreciation is calculated using the straight-line method over the life of property, plant and equipment of 5 years.

Table 9. Fixed costs of the project

Personnel costs (wage fund with deductions) amount to 578,500 rubles per month. (Table 8).

A detailed financial plan is given in App. 3.

8. PERFORMANCE INDICATORS

Evaluation of the effectiveness of the project is carried out on the basis of simple and integral indicators. The main performance indicators are given in Table. one.

Cash flow discounting is used to account for changes in the value of investments over time. The accepted discount rate is 5.5%, which reflects the non-innovative nature of production. The technology and the product are widely known in the market.

Simple (PP) and discounted (DPP) payback period of the project is 8 months. Net present value (NPV) is RUB 5.4 million. This is a high indicator reflecting the real efficiency of the project. Internal rate of return (IRR) - 11.82%. Profitability Index (PI) – 1.14 > 1.0. All these indicators testify to the effectiveness and high investment attractiveness of the project.

9. RISKS AND WARRANTY

Identification of possible risks and their assessment is an important factor in the formation of a project development strategy. The risk assessment considers the following:

economic, political, demographic, social and other factors

threats from competitors

internal problems enterprises

Table 10. Project risks and measures to prevent them (5-point scale)

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№	Risk	Probability of occurrence	Criticality of consequences	Prevention and elimination strategy
	The fall in effective demand against the backdrop of the crisis			Displacement of competitors, including price Reducing the cost of production by reducing the cost of rent, advertising With a positive trend in demand - an active image advertising campaign
	fruit crop failure			Create a supplier pool, avoid dependency on anchors Monitoring of imported raw materials, development of backup options
	Changing taste preferences of the population			Using positioning "made in Kuban"
	Entering the market of new players			Active brand promotion and building consumer loyalty Formation within the enterprise of conditions for a possible price struggle
	Problems with production technology, quality instability, poor product quality